In this column for El Cronista, María Lucía Litardo, Co-Founder & CCO, explores a phenomenon we see every day: brands that are starting to look too much alike, driven more by the pressure to “stay current” than by a true pursuit of authenticity.

At VEO, we believe that branding—and rebranding—is an exercise in introspection and strategy. It’s about looking inward to build identities with intention, coherence, and purpose. When we design from meaning, aesthetics stop being a trend and become an expression. And that’s when a brand stops blending in and starts recognizing itself: in its own voice, its own DNA, and its story.

Read the full article HERE.