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GUT Network Launches GUT Design

04/03/2024
Advertising Agency
Miami, USA
154
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The new studio will deploy a more authentic approach to design

Award-winning creative network GUT announced today its first global vertical, GUT Design. Based on the 'Beauty Inside Out' principle, GUT Design will apply a more authentic approach to design and make brand identity the focal point of creative expression. In addition, GUT Network has appointed ECD of GUT São Paulo Murilo Melo to serve as the global head of GUT Design. 

"We are excited to introduce this new vertical to the world. Our commitment to innovation and creativity has always been at the forefront of our operations, and this new venture is a testament to that," said Anselmo Ramos, founder and creative chairman at GUT.

"There is no more extraordinary beauty than authenticity. GUT Design will help brands bring their inner truths to the world with the power of Design and Craft. As a part of our concept of transparency," said Paulo. “At GUT, we usually put the word ‘creative’ before everything we do. With Design, it will be no different. We believe in Creative Design and Creative Craft as keys to brand impact."

Paulo brings over 20 years of experience combining communication with Design and Craft to the role and has held creative director and art director roles at Wunderman Thompson, BETC, F/Nazca Saatchi & Saatchi, Leo Burnett and more. His work has been recognised by all the main festivals, including Cannes Lions, D&AD and One Show. 

Consolidating the network's growth in recent years, the launch of the Design vertical will allow the agency to meet the growing global demand for creative and innovative design solutions. Paulo will oversee a dedicated team that includes André Firulo (design lead), Rosario Muñoz (head of design at GUT Buenos Aires), Claudia Nakahara (operations director) and the designer duo Raul Lima and Bia Santos, as well as motion designer Marcus Prado and designers based in the other offices from GUT. The centre of excellence that leads the operation is based in São Paulo, Brazil, and the vertical is supported by professionals in the network's seven offices in Miami, Buenos Aires, Toronto, Mexico City, Los Angeles and Amsterdam.

'Beauty from the inside out' marks the principle of how work is carried out at GUT Design. Through a research methodology focused on discovering the Client's Guts, the studio develops interviews with stakeholders, delves into brand history, and invests in semiotic analysis to build projects based on brand truths.

The launch of GUT Network's global Design vertical is a significant milestone for the company. With a focus on collaboration, GUT will utilise its extensive network of clients, partners, and designers to foster an environment of shared ideas and collective innovation and offer support and expertise to brands wanting to navigate this journey of authentic expression.

Credits
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