Where do you start: photos, social or ads?

You start with the mark and a real photo of the door or the plate, because without that, social and ads publish a house that does not exist. The ad comes once the listing and the profile are already recognisable. See whether the name reads on the door and whether you have a photo from this week, not from the archive. If both fail, neither social nor ads. The ad is switched on with a stock photo and the click lands on a different venue. In Madrid that is paid for, and the review says so.

First the mark, the palette and a short series by Cristina Osuna in the venue. The social folder comes from those photos; the ad, once avatar and listing already match.

Join our branding community

Join a community for people who care how a brand shows up on the door, the menu and the phone—not just in a pretty PDF. We share brand judgement you can use this week: names, systems, applications and decisions that hold on the floor. No endless moodboards, no empty decks and no agency theatre. Short takes, clear examples and tips for local businesses that already exist and need to look like themselves at every touchpoint.