About
We are the ‘mother of brand specialists’.
A new kind of branding agency based in Barcelona with a flexible network of knowledgeable brand specialists sharing more than thirty years of industry experience. Talented people who have worked with some of the best branding agencies around the world, leading projects for many high profile FMCG, corporate, retail and start-up brands.
A smart and agile network of international brand specialists that increase efficiency and reduce waste by adapting in size and skill set to each new project.
How we do it
With a ‘less is more’ mindset we believe that keeping things simple helps us to create smart ways of improving your brand. By removing all of the clutter and complexity that is often found in the business model of conventional agencies and replacing it with clear and concise thinking.
Every new project starts with a strategic brand workshop and we invite all key stakeholders to participate. In the workshop we ask our clients three simple questions that are not so simple to answer:
1. WHAT is your brand (product or service)?
2. HOW is it different from everything else on the market?
3. WHY should we believe in it?
The output of the workshop is all we need to formulate our recommendation for a new strategic plan.
We are
SPECIALISTS - with a vast amount of experience and success (and the occasional failure) that enables us to instinctively know what is right and wrong for a brand.
GLOBAL - with a wide and current view on the world of branding that adds value to every project.
PASSIONATE - with a genuine love for what we do.
Creating & nurturing brands
We often get asked why we are called Mom? Well, the dictionary definition for Mom is ‘an informal noun for mother’, and for most people the word mother evokes a strong feminine feeling of creation, nurture, care, knowledge, understanding and trust. These are words that connect with us and inspire us.
In this fast-paced digital world we need to change the way we work together. We believe it’s time for a new way of branding (with a less masculine and more feminine mindset) that is more focused on sharing and caring. We believe that collaboration with the right people always produces the best results.
Mom
Margarita Pardo
Client & Strategic Brand Director
Margarita is the founder of Mom and specialises in Corporate and Consumer Branding. She has more than 22 years of experience working with many B2B and B2C brands, helping them with brand creation, development and growth.
She graduated in Graphic Design and with a Masters in Advertising and Business Communication Management (EADA) and Masters in General Marketing Management (ESADE).
Margarita began her professional career at Interhead (international licensing) as a Brand and Retail Designer for Chupa Chups, Paco Rabanne, Pertegaz and Indo. She was also responsible for Brand and Communication in several different companies in various sectors (on the client side for 5 years at Rotwein and Mecalux).
She has worked in different national Branding companies (Columna, Summa, Coleman-Summa and Branwad) as a Client Services Consultant, Brand Consultant and Business Development Consultant for more than 18 years, leading brand creation and project management in different business sectors and branding disciplines.
Margarita has worked with many big companies and global corporations, such as Nestlé, Sara Lee, Danone, Pepsico, Borges, Henkel, Idilia Foods, GB Foods, Wolf Group, PF Alimentos, Mecalux, Grupo Planeta, Hotel Monument BCN.
Lucrecia Olano
Corporate Design & Brand Specialist
Lucrecia graduated in Graphic Design at Escola Elisava and the University of Southampton (UK). Lucrecia worked with Enric Satué for 4 years, at the same time she started a 12 year collaboration with Jordi Duró as a Senior Designer and Art Director.
She has won an international painting award in the U.S. (bronze), a national award organized by La Caixa (bronze) and several national and international awards with the Duró Studio team.
She specialises in Corporate Identity and likes to adapt to all kinds of clients and services, big and small, from big brands to rock bands!
Cristina Gaytán de Ayala
Digital Brand Specialist
Cristina graduated in Graphic Design at Escola Elisava and with a Masters in Motion Graphics and Multimedia at IDEP Barcelona. She has worked for several design studios in Spain (including 10 years in Estudi Gràfic Akema) and as a freelance collaborating with several design agencies, animation studios and production companies. Cristina was co-founder of a successful motion graphics studio and has carried out many projects for big brands such as La Caixa, Chupa Chups, Coca-Cola, Nestlé, Jané, Pirelli, Hotel Arts, Hotel Mandarín, La Vanguardia, Real Club de Polo de Barcelona, Movistar, Mövenpick, MNAC, Generalitat de Catalunya.
Stu Lewin
Creative Director
Stu has 30 years experience in brand strategy and design at every level. He has been collaborating with the Mom team since 2019. Stu is the founder of BTL Brands, a boutique creative consultancy in London that specialises in helping start-ups create new brands and improve exisiting ones. Before launching BTL he was Creative Director at Vivid Brand, leading strategic and creative projects for big brands such as Coca-Cola, Nestlé, Nescafé, Cereal Partners, Colgate Palmolive, Tesco, Sainsbury’s, William Grant & Sons, Johnson & Johnson, Neutrogena, Phillips and Hamley’s. During his career Stu has freelanced at many of the well respected strategic brand design agencies in London. He has also developed a good understanding of how to create brands for different international markets whilst living and working in Barcelona, Brussels, Sydney, Melbourne & Auckland. Stu is now based in Mallorca and London.
Miquel Mas
Brand Strategy Consultant
Miquel is an ad agency veteran, who has developed almost his entire career at BBDO and Proximity, holding both executive and business development responsabilities.
He has been working for clients such as Bayer, PepsiCo, Nestle, Renault, Sony, Allianz, Henkel or Danone, among others, looking for growth opportunities and helping them to accelerate innovation. This has given him a broad perspective on the impact that digital revolution is having in the way people relate to brands, and its consequences in commercial communications and the advertising & marketing industry. His present focus is in brand direction and curation: finding a meaningful position for brands in 21st century fast changing society, that gives them a clear purpose, and makes them resonate in popular culture. Miquel was born and is based in Barcelona. He is a graduate in Advertising and PR, and has a PDG Executive Program at IESE Business School and a Post-Graduate at Omnicom University in Boston.