The challenge:

Brand identity creation is a service-based discipline where output is directly proportional to team capacity. At the same time, startups operate under runway pressure — they need to establish their story, their value proposition, and their visual coherence quickly to penetrate the market and gain traction. The result is a structural mismatch: the urgency of early-stage brand building outpaces what a service-based model can sustainably deliver.

Approach & process:

As a concept project, Marca wasn't launched or validated with real users beyond the academic scope. The design explored a potential reduction in brand development time from months to days, and established a scalable model that could allow studios to take on more projects without growing their team — addressing a real gap in the market for design studios.

Solution:

A platform that guides users through a structured brand development process:
Project Setup →
Concept Identity →
Visual Identity →
Feedback →
Brandbook.
The platform consolidates tools for every stage of brand identity development — from discovery documentation to visual identity creation — with collaborative workspaces, real-time feedback, progress tracking, and comprehensive brandbook as the final deliverable.

Impact:

As a concept project, Marca wasn't launched or validated with real users beyond the academic scope. The design explored a potential reduction in brand development time from months to days, and established a scalable model that could allow studios to take on more projects without growing their team — addressing a real gap in the market for design studios.