The Woork refuses to stop at brand creation, and stays for activation

Since founding The Woork in 2014, Debbie Martín and David Botella have carved out a distinctive position in the branding landscape by refusing to stop at brand creation. Having built their experience at multinational agencies before heading out on their own, the Madrid-based duo has created and activated more than 120 brands worldwide, but it’s their commitment to staying involved through the activation phase that truly sets them apart. While many studios focus on the glamorous identity projects, The Woork recognises that the real brand gets built in the everyday applications – the sales decks, social media posts and website launches where strategy meets reality. In this conversation, Martín and Botella share insights into their unique methodology, the challenges of being “in it for the long game,” and why they believe the industry needs to move beyond treating brand creation as the finish line rather than the starting point. TBI: Hey Debbie and David, how are you? TW: We’re great, almost on vacation, wrapping up the year, which, for us, emotionally ends in July, since we close the studio during August. It’s been a strong and rewarding year, filled with interesting and challenging projects both nationally and internationally. That said, with September and October already packed with awesome projects, this break will do us a lot of good.