Before the design, there has to be a reason

Design is the visible part of branding, which makes it easy to start there. You can open a blank canvas, explore typefaces, collect references, and start building something that looks promising. But looking good and making sense are two different things.

A brand can have a beautiful identity and still struggle to communicate what makes it worth choosing. It can have a polished website without a clear point of view. It can look the part without really knowing what part it’s playing.

The more interesting work begins before any of that.

It starts with the questions that shape a brand’s positioning, the things it stands for, the people it wants to reach, and the difference it wants to make. These are the decisions that give creative work a reason to exist beyond aesthetics.

This is where we want the work to begin: with strategy, and with a closer look at what makes a business distinct in the first place.

A different name for a different starting point

Brandisfy served its purpose, but the name was closely associated with branding as a service and digital design as an end product. It reflected the studio’s earlier focus, but not quite the direction it was taking.

figura&forma felt closer to that direction.

The name brings together two ideas that are related but not identical. Figura speaks to identity, character, and the impression something leaves. Forma speaks to the shape it takes, how an idea becomes something visible, tangible, and recognisable.

Together, they describe the relationship at the heart of the practice: the space between what a brand is and how it expresses itself.

It’s not a rejection of design. Quite the opposite. It’s about giving design a stronger foundation.

The work starts with the thinking

figura&forma is an independent design practice based in Barcelona, working with businesses across locations and industries. The focus is branding and digital experiences, with brand strategy playing a more central role in how projects take shape.

That means looking beyond the immediate request. A business might come looking for a new visual identity, a website, or a clearer way to present itself. Those are perfectly reasonable starting points. But the more useful work often begins by asking why the business needs them, what isn’t working, and what needs to become clearer before anything gets designed.

Sometimes the answer is a sharper position in the market. Sometimes it’s a more coherent story, a better-defined audience, or a visual identity that finally feels like a natural expression of the business rather than a costume borrowed from somewhere else.

The outcome still needs to be thoughtful, distinctive design. It just needs to come from somewhere meaningful.

What stays the same

A change of name doesn’t erase the work that came before it. The projects, relationships, lessons, and experience built under Brandisfy are all part of what figura&forma becomes.

The practice continues across brand strategy, naming, visual identity, art direction, and web design. What changes is how these disciplines connect, and the importance given to the thinking that precedes them.

We’re not interested in making brands look different for the sake of looking different. We’re interested in helping businesses understand what they want to say, what makes them worth paying attention to, and how to express that with clarity and character.

That’s the direction.

Welcome to figura&forma

The name is changing, and the practice is becoming more defined. The intention is simple: to bring strategic thinking and creative expression closer together, so that what a brand says, what it looks like, and how it behaves all come from the same place.

Brandisfy was where this started. figura&forma is where it goes next.

Barcelona, working everywhere.