01
Brand Strategy
Definition of brand essence, positioning, conceptual direction and strategic clarity.
Barcelona / Remote
Building brands
from within.
Brand Essence Designer specializing in visual identity, branding systems and design systems for automation.
I uncover the essence of brands through a deep emotional and strategic process, translate it into meaningful visual identities, and systematize it into scalable design systems built for clarity, consistency and growth.
01 / Positioning
A brand is not just how it looks.
EssenceExpressionSystem
I work with brands that need more than decoration. My approach begins by identifying what truly defines a brand — its values, tensions, emotional core and strategic potential — and turning that into a clear creative direction.
From there, I build identities that are not only expressive, but usable. Systems that create coherence across touchpoints, support teams, and prepare brands to grow with clarity.
02 / Services
What I do
02
Visual Identity
Identity systems built with precision, depth and long-term consistency.
03
Art Direction
Creative direction for brands, campaigns and digital experiences with a refined visual point of view.
04
Branding Systems
Systematized brand structures that organize assets, rules and touchpoints into a coherent whole.
05
Design Systems for Automation
Design systems created to support scale, digital consistency and automation-ready workflows.
06
Concept Development
Strong conceptual foundations that align vision, meaning and visual expression.
03 / Method
Essence Discovery™
A guided process that brings clarity to a brand by uncovering what truly defines it and turning it into a strong, focused creative direction.
- 01
Deep Immersion
A guided conversation to understand the story, values and vision behind the brand.
- 02
Essence Mapping
Identifying patterns, emotions and key insights that define its core.
- 03
Concept Framing
Shaping those insights into a clear and meaningful creative direction.
- 04
Visual Expression
Translating the concept into a distinctive and intentional visual identity.
- 05
Brand Alignment
Creating consistency across all touchpoints to ensure a cohesive brand experience.
04 / Systems
From identity
to system.
My work does not end with a logo or a visual language. I help transform brand thinking into systems that can be applied, scaled and maintained across real-world touchpoints.
This includes branding systems, design systems and structured foundations that support teams, digital products and automation processes — making brands not only more expressive, but also more usable and consistent over time.
01
Foundations
Atoms: type, colour, grid, tone of voice.
02
Components
Molecules: recurring pairings and patterns.
03
Rules & tokens
Organisms: full layouts, templates, assets.
04
Automation
System: rules that run without me.
05 / Selected Work
Selected work
A curated selection of projects across branding, visual identity, art direction and systems thinking.
Latest projects
Latest projects are being updated. Meanwhile, here is a curated selection of recent work.
06 / About
About Sofi
I'm Sofía Martínez, a freelance designer based in Barcelona. Over the past 10+ years I've worked across brand strategy, visual identity, art direction and design systems, helping brands become more coherent, distinctive and meaningful.
My practice combines strategic depth, visual sensitivity and systems thinking — from essence to expression, and from expression to structure.
- Experience
- +10 years
- Based in
- Barcelona
- Languages
- English, Spanish, Italian, Catalan
- Education
- Universitat de Barcelona — Visual Arts & Communication
07 / Contact
Let's build a brand
with clarity.
For freelance projects, collaborations or brand systems inquiries, get in touch.
Start a conversation