{"id":1107,"date":"2020-06-04T17:52:51","date_gmt":"2020-06-04T15:52:51","guid":{"rendered":"http:\/\/somosusted.com\/about\/"},"modified":"2026-03-04T13:50:10","modified_gmt":"2026-03-04T11:50:10","slug":"about","status":"publish","type":"page","link":"https:\/\/somosusted.com\/en\/about\/","title":{"rendered":"About"},"content":{"rendered":"\n<h2><em>We help brands find meaning and earn people\u2019s respect. <\/em>We don\u2019t usually talk about ourselves, but sometimes it\u2019s necessary.<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<div id=\"title-text-carousel-block_690df04634e0a0eca4496741dc5b0461\" class=\"title-text-carousel has-background-color\">\n\n\t\t\t\t\t\n\t\t<div class=\"relative cursor-carousel\">\n\t\t\t\n\t\t\t<ul class=\"text-carousel border-b lg:border-none\">\n\n\t\t\t\t\n\t\t\t\t\t<li class=\"slide\" >\n\t\t    \t\t\n\t\t\t    \t\t<div class=\"items-stretch flex flex-wrap flex-col lg:flex-row lg:border-none\">\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted lg:border-r text-big pt-usted xl:-mt-2\"> Everything is brand. <\/div>\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted py-usted xl:-mt-2 xl:-mb-1\"><p><em>Are we an advertising agency or a branding studio?<\/em> It doesn\u2019t matter. We believe everything is brand. This hybrid perspective allows us to do something not many structures achieve: to create brands that are born already thinking about how they will live in the real world. Understanding from the inside to communicate outward.<\/p>\n<\/div> \n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/li>\n\n\t\t    \t\n\t\t\t\t\t<li class=\"slide\" >\n\t\t    \t\t\n\t\t\t    \t\t<div class=\"items-stretch flex flex-wrap flex-col lg:flex-row lg:border-none\">\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted lg:border-r text-big pt-usted xl:-mt-2\"> Radical empathy. <\/div>\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted py-usted xl:-mt-2 xl:-mb-1\"><p>Before speaking for a brand, we must become that brand. Understand its products and services, its essence, its aspirations, its contradictions. We also become random people: your audience. <em>Something that goes far beyond the insight.<\/em> It\u2019s a communication philosophy that understands true connection only arises when we\u2019re able to see the world through someone else\u2019s eyes. Nice shoes, by the way.<\/p>\n<\/div> \n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/li>\n\n\t\t    \t\n\t\t\t\t\t<li class=\"slide\" >\n\t\t    \t\t\n\t\t\t    \t\t<div class=\"items-stretch flex flex-wrap flex-col lg:flex-row lg:border-none\">\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted lg:border-r text-big pt-usted xl:-mt-2\"> Thinking Department. <\/div>\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted py-usted xl:-mt-2 xl:-mb-1\"><p>Strategy is creativity. Creativity is strategy. In most large agencies, these two disciplines live in separate departments. Planners analyze, creatives execute. Some seek safety, others want freedom. Don\u2019t you think this division feels somewhat artificial and counterproductive? <em>The best work emerges when both merge into a single way of thinking.<\/em><\/p>\n<\/div> \n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/li>\n\n\t\t    \t\n\t\t\t\t\t<li class=\"slide\" >\n\t\t    \t\t\n\t\t\t    \t\t<div class=\"items-stretch flex flex-wrap flex-col lg:flex-row lg:border-none\">\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted lg:border-r text-big pt-usted xl:-mt-2\"> Compasses before maps. <\/div>\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted py-usted xl:-mt-2 xl:-mb-1\"><p>We don\u2019t obsess over creating detailed maps to describe territories. We prefer to think of strategy as a compass, <em>setting a direction without needing to know every stone along the way.<\/em> Confirming intuitions. Not locking brands inside cages. Leaving room to be surprised, and in doing so, to surprise others.<\/p>\n<\/div> \n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/li>\n\n\t\t    \t\n\t\t\t\t\t<li class=\"slide\" >\n\t\t    \t\t\n\t\t\t    \t\t<div class=\"items-stretch flex flex-wrap flex-col lg:flex-row lg:border-none\">\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted lg:border-r text-big pt-usted xl:-mt-2\"> No fear in being you. <\/div>\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted py-usted xl:-mt-2 xl:-mb-1\"><p>To launch a message, you have to believe in it. You know it\u2019s powerful when it makes you question who you are and what you\u2019re doing. When it pushes you to act. If it creates a bit of discomfort, that\u2019s a good sign. Authenticity causes vertigo. <em>Indifference is the real risk.<\/em> We don\u2019t seek validation in safe, predictable ideas; our job is to take your brand to the place it truly belongs.<\/p>\n<\/div> \n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/li>\n\n\t\t    \t\n\t\t\t\t\t<li class=\"slide\" >\n\t\t    \t\t\n\t\t\t    \t\t<div class=\"items-stretch flex flex-wrap flex-col lg:flex-row lg:border-none\">\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted lg:border-r text-big pt-usted xl:-mt-2\"> Less overthinking, more superthinking.  <\/div>\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted py-usted xl:-mt-2 xl:-mb-1\"><p>We don\u2019t accumulate information just for the sake of it. We don\u2019t complicate processes by adding more processes. We don\u2019t multiply possibilities, we reduce them. <em>We approach every project as an exercise in focus and synthesis, where multiple inputs transform into a single clear direction.<\/em> Strategic platforms that fit on one page. Crushing simplicity in ideas. Logical, straightforward processes to solve complex problems.<\/p>\n<\/div> \n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/li>\n\n\t\t    \t\n\t\t\t\t\t<li class=\"slide\" >\n\t\t    \t\t\n\t\t\t    \t\t<div class=\"items-stretch flex flex-wrap flex-col lg:flex-row lg:border-none\">\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted lg:border-r text-big pt-usted xl:-mt-2\"> Collaborators, not suppliers. <\/div>\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted py-usted xl:-mt-2 xl:-mb-1\"><p>We\u2019re a small team, which means we have no limits. We handle many projects in-house, but we also collaborate with design studios, illustrators, production companies, photographers, artists, and all kinds of specialist creatives. This partnership model allows us to scale our size according to each project\u2019s needs, while always maintaining coherence and quality. <em>Every project becomes an opportunity to create a unique team, tailored to that specific challenge.<\/em><\/p>\n<\/div> \n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/li>\n\n\t\t    \t\n\t\t\t\t\t<li class=\"slide\" >\n\t\t    \t\t\n\t\t\t    \t\t<div class=\"items-stretch flex flex-wrap flex-col lg:flex-row lg:border-none\">\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted lg:border-r text-big pt-usted xl:-mt-2\"> The client is a teammate. <\/div>\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted py-usted xl:-mt-2 xl:-mb-1\"><p>The client is key to the project\u2019s final outcome. The idea of having to convince them at every step is inefficient and exhausting for everyone. Things work better when we share the same way of seeing the world. The best client\u2013agency relationships go beyond the purely transactional. It\u2019s a collaboration where both sides learn and grow. <em>We like working with clients who value our work, who enjoy the process, who inspire us.<\/em> Working with professionals like that allows all of us to take on more ambitious challenges.<\/p>\n<\/div> \n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/li>\n\n\t\t    \t\n\t\t\t\t\t<li class=\"slide\" >\n\t\t    \t\t\n\t\t\t    \t\t<div class=\"items-stretch flex flex-wrap flex-col lg:flex-row lg:border-none\">\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted lg:border-r text-big pt-usted xl:-mt-2\"> Good work. <\/div>\n\n\t\t\t    \t\t\t<div class=\"w-full lg:w-1\/2 px-usted py-usted xl:-mt-2 xl:-mb-1\"><p>Our culture is built on a healthy balance between work and life. That\u2019s how we protect the well-being of the team and the quality of our projects. <em>Good work happens when you enjoy what you do.<\/em> We say it from experience. Feeling good helps us think better.<\/p>\n<\/div> \n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/li>\n\n\t\t    \t\n\t\t\t<\/ul>\n\n\n\t\t\t<div class=\"xl:hidden h-10 flex items-center justify-center text-center whitespace-no-wrap \">\n\t\t\t\t<span class=\"image-indicator title-5\"><\/span>\n\t\t\t<\/div>\n\n\n\t\t\t<div class=\"absolute cursor-left hidden\"><\/div>\n\t\t\t<div class=\"absolute cursor-right hidden\"><\/div>\n\t\t\n\t\t<\/div> \n\n\t\t\n\n<\/div>\n\n\n\n\n\n\n<div id=\"title-text-block_8fe1cc6968cd1970aa4f43b2ceacda12\" class=\"title-text\">\n\n\t<div class=\"lg:flex \">\n    \t\n        \t\n        <div class=\"w-full lg:w-1\/4 title-5 line-height px-usted mb-2 lg:mb-0 xl:-mt-1 \"> SERVICES <\/div>\n    \n\n    \t<div class=\"lg:w-3\/4 px-usted wysiwyg-content -mb-1 xl:-my-2\"><p>Brand building<br data-start=\"14\" data-end=\"17\" \/>Strategy<br data-start=\"25\" data-end=\"28\" \/>Concepts<br data-start=\"36\" data-end=\"39\" \/>Advertising campaigns<br data-start=\"60\" data-end=\"63\" \/>Design and art direction<br data-start=\"87\" data-end=\"90\" \/>Visual and verbal identity<br data-start=\"116\" data-end=\"119\" \/>Content<br data-start=\"126\" data-end=\"129\" \/>Naming<\/p>\n<\/div>       \t\n\t\n\t<\/div>\n\n<\/div>\n\n\n\n\n\n\n<div id=\"title-text-block_88f7d47ec849b8d8ed02a8e98968a832\" class=\"title-text\">\n\n\t<div class=\"lg:flex \">\n    \t\n        \t\n        <div class=\"w-full lg:w-1\/4 title-5 line-height px-usted mb-2 lg:mb-0 xl:-mt-1 \"> AWARDS <\/div>\n    \n\n    \t<div class=\"lg:w-3\/4 px-usted wysiwyg-content -mb-1 xl:-my-2\"><p>Laus, Cannes Lions, CdeC, El Sol, FIAP, Effies<\/p>\n<\/div>       \t\n\t\n\t<\/div>\n\n<\/div>\n\n\n\n\n\n\n<div id=\"title-text-block_aeec03651a3f68b1cb71f9ca7976dc2d\" class=\"title-text\">\n\n\t<div class=\"lg:flex \">\n    \t\n        \t\n        <div class=\"w-full lg:w-1\/4 title-5 line-height px-usted mb-2 lg:mb-0 xl:-mt-1 \"> Talks <\/div>\n    \n\n    \t<div class=\"lg:w-3\/4 px-usted wysiwyg-content -mb-1 xl:-my-2\"><p>OFFFxBarcelona, OFFFxMovistar, OFFFxSevilla, OFFFxViena, <a href=\"https:\/\/blancfestival.com\/\">Blanc Festival<\/a>, The Creative Fest, Setfonts, EASD Castell\u00f3<\/p>\n<\/div>       \t\n\t\n\t<\/div>\n\n<\/div>\n\n\n\n\n\n\n<div id=\"title-text-block_8ca5f8e4d10005c292fb3ab75554ac0d\" class=\"title-text\">\n\n\t<div class=\"lg:flex \">\n    \t\n        \t\n        <div class=\"w-full lg:w-1\/4 title-5 line-height px-usted mb-2 lg:mb-0 xl:-mt-1 \"> Featured <\/div>\n    \n\n    \t<div class=\"lg:w-3\/4 px-usted wysiwyg-content -mb-1 xl:-my-2\"><p>It\u2019s Nice That, \u00c9tapes, Gr\u00e0ffica, The Future Laboratory, The choices we make by OFFF<\/p>\n<\/div>       \t\n\t\n\t<\/div>\n\n<\/div>\n\n\n\n\n\n\n<div id=\"title-text-block_d5da8d0bff6c5085bb95e177f34e4153\" class=\"title-text\">\n\n\t<div class=\"lg:flex \">\n    \t\n        \t\n        <div class=\"w-full lg:w-1\/4 title-5 line-height px-usted mb-2 lg:mb-0 xl:-mt-1 \"> Classes <\/div>\n    \n\n    \t<div class=\"lg:w-3\/4 px-usted wysiwyg-content -mb-1 xl:-my-2\"><p>Elisava, IDEP, Eina, IED, UOC, Labasad, KIT for Learning<\/p>\n<\/div>       \t\n\t\n\t<\/div>\n\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>We help brands find meaning and earn people\u2019s respect. We don\u2019t usually talk about ourselves, but sometimes it\u2019s necessary.<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>About | Usted<\/title>\n<meta name=\"description\" content=\"Advertising and design agency based in Barcelona. Developing strategy and creativity for your brand: campaigns, naming, concepts and more. A better you.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/somosusted.com\/en\/about\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"About | Usted\" \/>\n<meta property=\"og:description\" content=\"Advertising and design agency based in Barcelona. Developing strategy and creativity for your brand: campaigns, naming, concepts and more. 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