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.

Founder

Gustavo Stecher

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

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Alexis Estiz

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Edgardo Regatky

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Edgardo Regatky

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Team

Renata Kándico

Associate Director
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Camila Stecher

Research and content manager
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Daniel Finkelstein

Administrative Director
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Nicole Brandstadter
Función Linkedin

Nicolás Castelli
Función Linkedin

Charly D´have
Función Linkedin

Genoveva Iturroz
Función Linkedin

Paula Kina
Función Linkedin

Juan Paolantonio
Función Linkedin

Awards and honours

Argentinian Bicentennial Brand + -

First place winner in the National Design Contest (2009/2010) 

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IdArg + -

Declared of Cultural Interest by the National Secretary of Culture 

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IdBerlin + -

Winner of the Berliner Projektfonds Kulturelle Bildung fun

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IdBrooklyn + -

Approved by the Brooklyn County President
Winner of the kickstarter campaign (Crowdfunding)

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Copa Airlines + -

Institutional website – First Prize winner of the Marketing Awards (2017)
Launching Campaign “Booking Mobile” – Finalist of the Marketing Awards (2017)

Menosesmas / Hit Cowork + -

Winner of a mention in the CMD Awards (2016)

Vos Y La Energía (YPF Foundation) + -

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)

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Vuenoz + -

Finalist in the CMD Awards (2015)

Marca Sadaic + -

First prize winner in a National Design Contest

YPF Serviclub + -

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

Others + -

International congress of authors and composers – Third prize for the poster
Malvinas Argentinas party (Buenos Aires Province) – Third prize for the heraldry

Publications and mentions

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)

Exhibitions

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.

 

MEM Studio + -

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)
Tokyo (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