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It’s not about us.

It’s about your audience.

Founded in 1998, Gel is a strategic design studio
that helps their clients achieve measurable growth for their business through meaningful connections to their audience.

Gel
/Jel/

verb: gel; 3rd person present: gels; past tense: gelled; past participle: gelled; gerund or present participle: gelling
  1. a thick, clear, slightly sticky substance, especially one used in cosmetic
  2. to form cohesion of two parties or thoughts; to cohere.
  3. to understand eachother
Similar:
take shape
form
meet
jive
Gel is where...
Rebrand
meets
research
Our Approach

Process Makes Perfect

Dig

We immerse ourselves in your organization, sector, and challenge. Diving in deep to the heart of what makes your business special, to gain alignment on how we can help you stand out from your competition.

Define

We digest and distill. Our research becomes a map that starts and ends with your consumer. Positioning and making recommendations for your business to stand out through a resonating story that stands the test of time.

Express

Your brand story is then realized visually. Through 
bold, transformative visual concepts, we cut to the heart (and mind) of your consumer by creating unique design systems that stand out and communicate what's true--and truly unique--to your organization.

Activate

We then put your brand to work. Launching your story through the most impactful touchpoint, we ensure that your brand remains consistent and ready for market. Whether it’s in stores, digital, or beyond, we’re your long-term partner in crime.

Services
Development
/
Marketing
/
AI Generation
/
Branded Environment
/
Copywriting
/
Testing
/
Campaign
/
Photography
/
Art Direction
/
Naming
/
Entertainment
/
Strategy
/
integrated Branding
/
Entertainment Branding
/
Style Guides
/
Packaging
/
Digital
/
Typography
/
Stationery
/
Logo
/
Industry
/
Industrial
/
Illustration
/
Identity
/
Graphic
/
Branding
/
Team
Patricio Fuentes
Principal & Founder
Chris Thomas
Creative Director
Pauline Bojorquez
Account Executive
Julie McPeek
Strategist / Marketing Analyst
Ricardo Aum
Digital Creative Director
Sophie Curalli
Designer
Brenna McPeek
Strategist / Copywriter
Ethal Fuentes
The Brains of the Operation
Beliefs
Consumer is 
King (or Queen)
Everything we do, we do for your consumer. We meet them where 
they are, developing visual strategies that appeal to their psychology. We don’t design to simple demographics; we design to what makes your consumer tick.
Stay
Curious
We know that there’s always more 
to learn – about your brand, your category, your consumer. We look to solve your big-picture problem, not just a symptom, and develop your brand with that long term solution in mind every step of the way.
Big on Vision
Bigger on Results
We’re not just creatives, we’re solution based thinkers with deeply rooted strategic mindset. We design with 
both aesthetic and strategy in mind so 
that your branding is not only stunning, but smart. We validate and strengthen our strategy at every stage, ensuring that your end result produces results.
Relationships
Matter
We’re people people. We believe a brand is more than its numbers and visuals – it’s the humans behind it. 
We foster close collaboration with
 your team, bringing them along 
on your brand journey to create 
the most cohesive strategy possible.
Built to Last
We don’t just want your brand to 
stand out in the moment; we want 
it to leave a lasting impression. 
We think beyond trends and recency bias. We help your brand stay relevant to your audience today, tomorrow, 
and long into the future.
Give
a Damn
It’s this simple: we care. About your brand, your organization, and your people. We give our full minds and hearts to your brand, matching your passion to not only produce profitable results, but create something we can all be truly proud of.
Insights
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Fun CPG Facts: The Origins of Aguas Fresca
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Opinion: What Bud Light Did Wrong and How To Do it Right
What Budweiser Did Wrong (And It’s Not About Mulvaney)
Read
Agency Insider: The RFP is Broken
The RFP is Broken (This is what you should be doing instead)
Read
More
Ready to start a project?
Let's Talk