In a world where constant evolution is the key to success, brands must adapt and renew themselves to remain competitive. In this process, creatives play a fundamental role. Today we are joined by Tomás V., a Chilean graphic designer and creative based in Barcelona. Through his work, he demonstrates the importance of strategy and authenticity in each project. Below, we share his experience in the rebranding process of a unique brand, which came to him through Findie.

From Engineering to Design: A Creative Twist

Before becoming a designer, Tomás studied commercial engineering and worked for four years in a company. "I quit to dedicate myself to design, learning on my own. It was a big change, but every day I wake up happy that I did it," he tells us. His passion led him to freelancing, where he can choose projects aligned with his creative vision and challenge himself with each new assignment.

Strategy and Authenticity in Rebranding

The rebranding of Tejuelas Copperwood was not only a visual update, but an identity transformation. "Beyond a logo or a website, it was essential to capture the essence of the brand and capture it at every point of contact with its audience," explains Tomás.

His process included market research, competitive analysis and the creation of a cohesive visual identity that reflected tradition, quality and sustainability. "I wanted the brand to not only look good, but to communicate its values in a strategic way. Every color, typography and graphic element had to connect with its target audience," he adds.

Process Challenges and Solutions

Working remotely was a challenge, but constant communication with the client made it possible to overcome it. "The biggest challenge was to balance the modern with the traditional. I wanted to design a contemporary visual identity without losing the legacy of wood construction in southern Chile," he says. To achieve this, he researched design techniques inspired by craftsmanship and fused them with a minimalist approach. "I used tools such as Adobe Illustrator for the visual identity and Figma to prototype the website, which facilitated real-time collaboration with the client," he adds.

Another key aspect was integration with marketing and SEO strategies. "It's not enough to redesign a brand, you also have to make sure it has an effective digital presence. We optimized the texts and designed a web experience aligned with SEO best practices to improve its online visibility," explains Tomás.

Tips for Companies Considering Rebranding

According to Tomás, before starting a rebranding process, companies should ask themselves: "Why do we want to change? What do we want to communicate? From these answers, he recommends:

• Define a clear strategy: This is not just an aesthetic change, but an evolution of the brand identity.
• Involve customers in the process: Listening to their opinions and needs can make a difference.
• Ensure consistency across all channels: From social media to packaging, every touch point must reflect the new identity.
• Betting on differentiation: "A good rebranding does not follow passing trends, but finds a unique and relevant voice in the market," he emphasizes.

Recommendations for Creatives Approaching Rebranding

For those who want to embark on rebranding projects, Tomás advises:

• Thoroughly research the brand and its history before you start designing.
• Maintain fluid and transparent communication with the client at all times.
• Use collaborative tools such as Figma or Miro to optimize the process.
• Do not underestimate the power of storytelling: "Good branding tells a story and generates an emotional connection with the public".

Every rebranding is a process of learning and growth. "Growth must be constant, and this project allowed me to explore new tools and techniques within the software I usually use," shares Tomás. His story is an example of how creativity and strategy can drive the evolution of a brand, highlighting the talent of Chile, LATAM and Findie as a platform to connect the best creatives with projects that challenge and transform.

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