Living brands evolve without losing their essence. In an interview with D&AD, our CEO, Fred Gelli, shares how a brand identity refresh is a journey of self-discovery: before changing form, a brand must reconnect with its origins. More than just a new look, a rebrand must align culture, purpose, and expression to remain relevant and long-lasting. In this article, Fred shares our experience with projects like the Petrobras rebranding into Vibra and the evolution of the global identity of Rio Carnaval, reinforcing how strategy drives transformation

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