From insights

Clarity for complex brands

to emotions

Strategy

Creativity

Design

Films & AI

View our work 
By Alexandre Ruzafa

A strategic creative studio for brands that need clarity, evolution and impact.

HOW combines brand strategy, creativity and design to turn complex challenges into clear ideas, distinctive identities and meaningful brand experiences.

Brands need different things at different moments.

  • Build a brand from the ground up.

    From business idea to positioning, identity and launch.

    New ventures · Startups · New brands

  • Challenge what exists and imagine what comes next.

    Rethinking brands, categories and propositions to unlock new opportunities for growth.

    Growing companies · SMEs · Brands at a turning point

  • Turn strategic change into brand change.

    Repositioning brands, portfolios and visual systems to reflect a new ambition, market or business direction.

    Established brands · Corporate change · Repositioning

  • Turn strategy into action.

    Campaigns, launches, content and experiences that help marketing teams bring brands to life across every touchpoint.

    Marketing teams · Campaigns · Ongoing creative support

yourBrand

HOW in 60 seconds

Play the reel

Selected clients & collaborations

Logotipo de la Agencia Espacial Europea (ESA) en fondo negro
Logotipo de la marca Nestlé en color negro.
Logotipo de CALDIC en color gris oscuro
El logo de 4Life con letras grandes y un símbolo de rayos que sale de la letra '4'.
Logotipo de Bayer en forma circular con las letras BAYER en el centro y en los extremos de la circunferencia.
Logotipo de Condis, una cadena de supermercados.
Logotipo de la marca Olympus en color negro y gris.
Logotipo en blanco y negro de la Universitat Politècnica de Catalunya, BarcelonaTech (UPC).
Logotipo de Novartis en colores oscuros.

What we do

Brand Strategy

Logo con una pieza de ajedrez en forma de caballo, en blanco sobre fondo negro, con una letra 'B' en la esquina superior derecha.

Clear thinking before creative execution.

· Brand audits & diagnostics
· Positioning
· Brand architecture
· Brand platforms

Logotipo con las letras B, D y B formando un símbolo en color blanco sobre fondo negro, con una R en un círculo en la parte superior derecha.

Creative Content

Ideas built to connect and perform.

· Identity and brand systems
· Naming
· Space branding & Retail
· Packaging

Icono de un cartel o señal con la letra 'B' en el centro, en color blanco sobre fondo negro.

Brand Identity

Work designed to move in the real world.

· Films & Motion
· Generative AI (HowAi)
· Creative concepts
· Web, digital & social media content
· LifeScience Communication (HowLS)

Films and motion designed to create meaning.

Campaigns

/

Brand films

/

Documentaries

/

Testimonials

/

Campaigns / Brand films / Documentaries / Testimonials /

Explore our Vimeo library
Logotipo con un sol naciente y el texto 'Sōwāi', con una descripción en español: 'Contenido visual Generativo para marcas ambiciosas'.
Trip to HOW·AI

Our creative paradise boosted by AI

Where scientific complexity becomes brand clarity.

Fuente de noticias en línea con texto y gráficos en colores azul y gris.

Creative direction, visual systems and AI-assisted content for healthcare, pharma, biotech and life science brands.

Explore How Life Science

How we work & why it works

Inside HOW

  • HOW is not an agency.
    And not a traditional freelance model either.

    HOW is a flexible brand and communication system, led by strategic and creative direction, designed to adapt to the real complexity of each project.

    I work solo when focus is key.
    I scale with trusted specialists when impact requires it.

    No overhead. No noise. Just what the project needs.

  • We don’t replace teams. We strengthen them.

    HOW works as a natural extension of internal marketing and communication teams.
    We bring structure, speed and an external perspective that helps teams move forward with clarity.

    Strategic thinking, creative execution and AI-assisted workflows—aligned with your internal processes.

  • Experience, commitment and accountability.

    More than 15 years working with global brands and fast-moving teams.
    A solid track record. A flexible network of senior collaborators.
    Direct involvement in every project.
    You work with the people who think and decide.

  • Clear, agile and transparent.

    • Explore: Brand, context and goals. Diagnosis first.

    • Define: Strategy, priorities and scope.

    • Execute: Creative and communication systems (on & off).

    • Refine – Iterate, adjust and optimize in real time.

    Strategy leads. Creativity connects.
    AI accelerates without replacing human judgment.

  • Because they need perspective, not competition.

    Leading agencies collaborate with HOW when they need a fresh, non-contaminated point of view.

    We help unlock ideas, reinforce pitches and consolidate key clients without stepping on internal dynamics.

    We don’t compete.
    We contribute.

Client stories.

Retrato en blanco y negro de un hombre con cabello oscuro, barba ligera y sonrisa, vistiendo saco y camisa blanca.

“We’ve developed major projects across Spain and Portugal from 360 campaigns to packaging, POS materials and internal communication. Alex works at the level of a large agency, with the flexibility of a focused partner.

Albert Martí Lanuza . Global Head Commercial Enablement OLYMPUS

Retrato de una mujer con cabello largo y oscuro, vistiendo una blusa a rayas, sonriendo sutilmente, frente a un fondo blanco.

“’I ´ve worked with Alex across several projects at ESA BIC Barcelona, from shaping the brand identity to supporting the communication strategies of our incubated startups. He combines creative flair with strategic thinking, always adding value at key moments. Whether solo or with his custom team, Alex is reliable, insightful, and a real asset in any branding or communication challenge.

Elisabeth Vilchez. European Space Agency Business Incubation Center Barcelona Manager

Mujer sonriendo, vestida con blusa amarilla, con fondo azul y blanco.

“Alex and the HOW team supported the launch of our new product catalogue across Europe.
Their commitment, professionalism and ability to deliver consistently made the process smooth and effective.”

Eda Padua. Europe Marketing and Communications Manager at 4Life

Indide how
A swimmer in a pool, mid-stroke, with goggles and a swim cap, with the logo "dormity SPORT" and the slogan "Train Hard, Sleep Well" overlaid.
A person walking past three Olympus camera equipment posters on a wall in a gallery or exhibition setting.
Close-up of a smartphone displaying the Diagonal company logo and tagline on a webpage
A collage of nine images with vibrant and black-and-white designs, including photographs of people, abstract patterns, and text in Catalan promoting La Sismika, a cultural organization, displayed around a modern smartphone showing the same organizati
Box for Olympus ON THE GO KIT showing a person skiing in the snow, with images of a camera and accessories on the packaging.
Front view of a modern law office with a black exterior, large glass window and door, and potted plants outside. Sign reads 'Sanahuja Miranda Abogados'.

What’s your real challenge?

Let’s explore it together.

Work

HowAI

lifescience

Inside how

Contact

Back to top