Between Two Cultures, One Approach to Building Brands
Many years ago, a Product Manager I had the pleasure of working with described me with a sentence I have never forgotten:
I don’t know whether you’re the most Spanish German or the most German Spaniard I’ve ever met.
She was probably right.
I was born and raised in Barcelona in a family with German roots. Later, I spent many years living and working in Germany, eventually dividing almost half of my life between the two countries. Since 2023, I have been back in Spain, where my creative studio is now based in Vilanova i la Geltrú, near Barcelona.
Looking back, I realize that this cultural duality has shaped not only who I am, but also the way I approach branding, communication and design.
Living between cultures teaches you that there is rarely a single correct way to think, create or communicate. Every market has its own expectations, habits and decision-making patterns. Understanding different perspectives allows ideas to travel further and resonate more effectively.
What a Spanish-German Perspective Brings to Branding and Communication
Over the years, I have discovered that working between two cultures offers valuable advantages when developing brands, products and communication strategies:
- Combining creativity and spontaneity with structure and planning.
- Building emotionally engaging concepts without losing strategic focus.
- Understanding different consumer behaviors and purchasing mindsets.
- Adapting messages to diverse cultural expectations.
- Identifying opportunities that may remain invisible from a single perspective.
- Balancing agility with precision.
- Acting as a natural bridge between teams, markets and disciplines.
- Creating international solutions while preserving local authenticity.
More Than Language
Speaking several languages is useful.
Thinking through several cultures is even more valuable.
Beyond Spanish and German, my daily work also takes place in English, allowing me to move comfortably within international environments, multicultural teams and cross-border projects.
Effective communication is not simply about transmitting a message; it is about understanding how that message will be interpreted. Living and working between Spain and Germany has taught me to look at every challenge from multiple angles before making decisions.
That mindset is part of ASK-2’s DNA: a compact, highly specialized and agile studio that combines strategy, design and communication to help brands grow with clarity, relevance and personality.
Because the most interesting ideas often emerge exactly where different worlds meet.
