Same history, new identity, BD Barcelona
Rebranding, Repositioning
BD was founded in a nightclub in Barcelona in 1972. A bunch of young architects and designers broke into the design world with a vision that was radical for its time: to produce and market their own designs, and those of their friends, with complete creative freedom. From the beginning, they collaborated with figures such as Ettore Sottsass, Charles Rennie Mackintosh and Álvaro Siza. BD provoked a curiosity about design. These early pieces helped bring international recognition to the Spanish design scene, and many of them are still in production today.
As Head of Communications & Marketing, I led the company's rebranding and strategic repositioning, reporting directly to general management. Over several months, we reflected on what BD truly was beyond its catalogue, history and its recognition. The conclusion was clear: BD did not need to reinvent itself, but to be true to itself, to its origins. The same attitude that drove that group of young architects and designers in 1972 (independence, critical thinking and creative freedom) was still defining the new collective of architects, designers, publishers and artists who took over alongside Oscar Tusquets in 2022.
From this foundation, we defined the new positioning: BD as a cultural platform where design transcends the object to become language and meaning. A brand that does not seek to fit in but to differentiate itself, championing pieces with identity capable of conveying stories, provoking emotion and expanding the contemporary design dialogue.
The process unfolded in close collaboration with Apartamento Studios, Nacho Alegre and Otto Canalda, ensuring coherence between strategy, identity and visual expression. The outcome took shape across several directions: the original logo returned as an editorial gesture and declaration of continuity; a new website was developed as a space for content and storytelling; and the campaigns for the new collections were conceptualised and executed under a coherent global art direction.
Work done for BD Barcelona
Gaulino Family by Oscar Tusquets Campaign
Masheb Sofa by Arquitectura-G Event
Pillow Sofa by Muller Van Severen Campaign
INTERZONE by Muller Van Severen Event
Apartamento x BD Barcelona Campaign
Salone del Mobile 2025 Fair
Eclipso Collection by Jaime Hayon Campaign
Showtime chair by Jaime Hayon Campaign
Copenhagen Design Week 2025 Event
Pillow Sofa x KASSL Editions Campaign
Bridges Cabinets by Muller Van Severen Campaign
Gaudí Centenary Campaign
BD was founded in a nightclub in Barcelona in 1972. A bunch of young architects and designers broke into the design world with a vision that was radical for its time: to produce and market their own designs, and those of their friends, with complete creative freedom. From the beginning, they collaborated with figures such as Ettore Sottsass, Charles Rennie Mackintosh and Álvaro Siza. BD provoked a curiosity about design. These early pieces helped bring international recognition to the Spanish design scene, and many of them are still in production today.
As Head of Communications & Marketing, I led the company's rebranding and strategic repositioning, reporting directly to general management. Over several months, we reflected on what BD truly was beyond its catalogue, history and its recognition. The conclusion was clear: BD did not need to reinvent itself, but to be true to itself, to its origins. The same attitude that drove that group of young architects and designers in 1972 (independence, critical thinking and creative freedom) was still defining the new collective of architects, designers, publishers and artists who took over alongside Oscar Tusquets in 2022.
From this foundation, we defined the new positioning: BD as a cultural platform where design transcends the object to become language and meaning. A brand that does not seek to fit in but to differentiate itself, championing pieces with identity capable of conveying stories, provoking emotion and expanding the contemporary design dialogue.
The process unfolded in close collaboration with Apartamento Studios, Nacho Alegre and Otto Canalda, ensuring coherence between strategy, identity and visual expression. The outcome took shape across several directions: the original logo returned as an editorial gesture and declaration of continuity; a new website was developed as a space for content and storytelling; and the campaigns for the new collections were conceptualised and executed under a coherent global art direction.
Work done for BD Barcelona
Gaulino Family by Oscar Tusquets Campaign
Masheb Sofa by Arquitectura-G Event
Pillow Sofa by Muller Van Severen Campaign
INTERZONE by Muller Van Severen Event
Apartamento x BD Barcelona Campaign
Salone del Mobile 2025 Fair
Eclipso Collection by Jaime Hayon Campaign
Showtime chair by Jaime Hayon Campaign
Copenhagen Design Week 2025 Event
Pillow Sofa x KASSL Editions Campaign
Bridges Cabinets by Muller Van Severen Campaign
Gaudí Centenary Campaign
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