Where less is more and more never ends.

Menos es mas is an International Branding Company, based in Buenos Aires, New York and Madrid, with a network of partners globally. With over 30 years experience, we develop and position identities for international and local companies and destinations.

membranding

Gustavo Stecher, Founder & CEO

Gustavo is a Global Branding Specialist and Graphic Designer from Buenos Aires. He founded Menos es Mas in 1997, a studio that develops branding and image strategies for different clients in Argentina, Latam, USA, Canada, France, Germany and Spain.

In 2002 he founded Nobrand, a company that transformed the Argentine identity into a product. He currently manages consultancy and branding for corporate clients and institutions internationally. In 2009 he won the national contest for the Argentine Bicentennial brand. In 2010 he created the first official coin ever designed by a branding studio in Argentina’s history: the current 2 pesos coin.

Watch his 2015 TEDx on Building Collective Regional Identities.

Partners

Pablo Mandel

Publishing partner

 

Pablo Mandel, CGD, is an Argentine-Canadian book designer and communication strategist. For more than two decades he has built a career designing books on architecture, working with renown architects, universities, publishers, musicians, and artists in the United States, Canada, Australia, Japan, Singapore, China, Italy, Germany, England, Spain, Chile, and Argentina.

Gerardo Blumenkrantz

Academic Creative Partner

 

Gerardo is the Creative Track Director at The City College of NY/CUNY’s Master’s in Branding + Integrated communications. As a creative consultant, he has worked for creative powerhouses like Fallon NY, Comedy Central, Strawberry Frog, 360i, and JWT, among many others. As a full-time art director, he worked at Ogilvy NY, McKinney, kirshenbaum bond + partners and SS+K.

Alexis Estiz

Sonic branding and audio partner

 

Alexis Estiz is a music composer for Film, TV and advertising. Founder of Pickle Music, with studios in New York, Buenos Aires and Madrid, he has been awarded with major distinctions in the industry, including Grand Prix at Cannes, Best of Show at One Show, Clio Awards, Black Pencil at D&AD and 8 Ascap Awards in USA for best music in Film and TV, as well as nominations for one Grammy and 2 Emmy Awards.

Edgardo Regatky

Strategy partner

 

Edgardo is an Argentinian architect that accompanies corporations, institutions and cities in designing strategies with potential for exponential growth, open and collaborative business models. For the last 20 years he directed consulting projects with funding from private investors, countries and multilateral organizations.

Belén Molinari

Digital Marketing & Business Partner

 

Belén is an Argentinian economist that built her career on communications, content & digital marketing, and new business development. She has worked on top tear companies such as Google, Universal Music and Penguin Random House, and now she specializes in consultancy on big data communications, performance and digital strategies.

Gastón Genovese

Design & Business Partner

 

Gastón is a graphic designer specialized in branding, brand design and communication strategy. He focuses on the integration processes that involve the identity of organizations, their business plans, and their audiences. He is also a professor and researcher in the University of Buenos Aires, where he is undertaking a masters degree in Communication Design.

Felipe Ibañez

Transmedia Partner

 

Felipe is an Argentinean graphic designer, who has directed successful projects in cities all over the world. He is a regular lecturer and course teacher in Latin American and European universities, where he has also written and directed theater, circus, multimedia, cinema, festivals, performances and transmedia projects. He has edited and designed books for institutions such as the OAS, the UN, and has collaborated with prestigious authors such as Norberto Chaves.

Team

Renata Kándico, COO

Associate Director

Renata is a graphic designer specialized in project management for design, branding, and visual identity systems. For the last 15 years she has directed interdisciplinary teams and generated spaces for collective work. Besides her professional endeavours, since 2005 she is Graphic Design Professor at the University of Buenos Aires.

Camila Stecher, CCO

Content manager

Camila is a Graduate and Professor of Letters from the University of Buenos Aires, with an orientation in the field of Linguistics, in which she specializes as a researcher. Since 2012 she has been part of the Menos es Más team as Chief Content Officer.

Daniel Finkelstein, CFO

Administrative Director

With technical training and background, he has always worked in corporate management and administration, coordinating operational areas. Since 2015 he has been part of the MeM Branding team as Chief Financial Officer.

Genoveva Iturroz

Project Manager

Juan Paolantonio

Branding Designer

Nicolás Castelli

Digital Designer

Paula Kina

Publishing & Web Designer

Charly D´have

Multimedia Designer

Nicole Brandstadter

Graphic Designer

BID City Image Award / UCCI – 7th Ibero -American Design Biennial, Madrid
Design and the City / Madrid City Hall – 7th Ibero -American Design Biennial, Madrid

Bariloche
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First place winner in the National Design Contest

Argentinian Bicentennial Brand (2009/2010)
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Declared of Cultural Interest by the National Secretary of Culture

IdArg
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Winner of the Berliner Projektfonds Kulturelle Bildung fun

IdBerlin
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Approved by the Brooklyn County President Winner of the kickstarter campaign (Crowdfunding)
IdBrooklyn
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Institutional website – First Prize winner of the Marketing Awards
Launching Campaign “Booking Mobile” – Finalist of the Marketing Awards

Copa Airlines (2017)


Winner of a mention in the CMD Awards

Menosesmas / Hit Cowork (2016)


Declared of educational Interest by the National Ministry of Education (2015)
Winner of the “Best illustrated book” prize of the Clap Awards (2015)
Winner of the “Best graphic system and miscellaneous” prize of the Clap Awards (2015)
Selected by the International Design Biennial of Madrid (2016)

Vos Y La Energía (YPF Foundation)
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Finalist in the CMD Awards (2015)
Vuenoz


First prize winner in a National Design Contest

Marca Sadaic


First prize winner in the private Serviclub Catalogue Contest (2006)

YPF Serviclub

 

International congress of authors and composers – Third prize for the poster

 

Malvinas Argentinas party (Buenos Aires Province) – Third prize for the heraldry

Argentinian Bicentennial Brand (2011)
Selected by Taschen as one of the 10 best branding projects worldwide in Logodesign


IdArg / Nobrand (2008)

Selected by Taschen as one of the 10 best branding projects worldwide in Logodesign

OLU, New York (2007)


Contagious Magazine, Londres (2005)


La Nación Journal, Buenos Aires (2005)


SCA Magazine, Buenos Aires (2004)

Comm Tools Magazine (2003)


Mediokilo book, Asunto impreso ediciones, Buenos Aires (2002)


El Cronista Journal, suplemento diseño, Buenos Aires (1999)


SCA Magazine, Buenos Aires (1999)

IdArg

Selected by the Association of graphic artists, AIGA, for a two-month exhibition in its New York headquarters.

National Bookfair, Santiago de Chile.

Argentinian consulate in Berlin.

Argentinian consulate in Nueva York.

University of Pelotas, Brazil.

“Industriargentina” exhibition, University of Buenos Aires (2004).

“Industriargentina” exhibition, Mayor University, Santiago de Chile (2005).

IdBerlin

“Berlin-Buenos Aires 20 years of fraternity” exhibition, CMD, Buenos Aires.

DMY Design Festival, Berlin.

MEMStudio

Design retrospective, Ethos studio (1990).

“Arte al plato” exhibition, Recoleta Cultural Center (2003).

International Congress of Design, Dardo Rocha Passage, La Plata (2004)

ARGdis

Chile (2006)

Tokio (2007)

Milan (2007)

Partnerships

Clients

Architecture
P2BE
ABV
AG3
Agrisal
Antipodas
Argentina 2000
Arpad Baksa
B&M
Basilica Lujan
BJC
Centro de Justicia de Santiago
Concursos SCA
DiStefano
Estudio Rosellini
Floreal
Habitology
IDC
Mi Refugio
MiQUBO
Paolini
Parysow Arq.
SARANY
Strada
Tawarc
Verdes Aires
VS arquitectos

Art & Culture
AISSS

Furia
Museo de la Legislatura

Bio-Tech
Eglé

I4

City Branding
Bariloche
Berlin
Bicentenario
Catamarca
Godoy Cruz
ID Brooklyn
Recoleta
Río Negro
Salta

Culture & Education
Alonso

Argentina hoy
AUHJ
Bond Center
British Embassy
Brooklyn Book Festival
CAI
Cátedra Tony Díaz
Cazacuentos
CCEBA
City Arts
CMHR
Correo Argentino (sellos)
Danzarea
Democracia (30D)
DesignConnection
El Ángar
Gramo Danse
IDEA
Indra Mantras
Innovativa
Integración Digital
Ivy
MateriaBiz
Mundos Music
Museo Judío de Buenos Aires
Nathan Hilu
New Stage Theatre
Parmenia
PDA
Peces
Personal Music
Present Future
Reciba
Sanguinetti
Tecnopolis
TEDx
Unlock
UNSAM
UP
WAM
Xielo

Education
BIC

C3
Eseade
The City Collage NY
Vos y la energía

Energy
Barrick

Grupo Terra
Serviclub
Exxon

Financial Services
Banco de la Pampa
Cardnet
Interbanking
Interfacturas
Juniper
Mozper
NXTP

Food & Drinks
Brew Sisters

Cabaña Valle Azul
Carrot
Cassis
Celisioso
Chungo
Coca Cola (stevia/IPC/Bonaqua)
Natura Foods
Noon
Santa María
Savida
Taboon
Taboonete
The Picnic Basket
TLV

Government
70 years together

Health
FoHH

Food Nation
Healthy CUNY
ICBA
List

Industry
Galt

Mobility
Copa Airlines
Mercedes Benz

Non profit
AJC

Cover or Covid
Día Limud
Embracing Diversity
Fundación YPF

Pharma & Cosmetics
BIU
Celerest
Ícono
Montebio
Prodermic
Quimvetsa
Sepia Beauty

Professional services
Admirable
Apartamentaria
ATP
Bayton
Board Packager
Boschetti
Colonia Seguros
Earnest Research
Elitemagna
Glanc & Page
Global Invest Her
Grandata
GRR
Happy Waiting
Herstell
HIT
Insitum
Pagano
Patricelli
Portas
ROI
SocialGoodRelations
Think Thanks
Wolap
Zetech

Retail
Abastia
AMP
Beaba
Bompras
Duty Free Shop
Froz
IskinSisters
MIT
Naomis & Co
NoBrand
Open Office
Perramus
Rex
Ribeiro
Sommier center
TTC
Vitalcan

Technology
Iafis
QB9
Satellogic
Segundo Hogar
Shopear
SIAL
Sizung
Solfis
Vuenoz

Tourism & Hospitality
Rochester
Vitrum Hotel
Cocktail Tour