Sebastián Bramchtein

The brand

Named after my sister Zoé, written with a deliberate diaeresis (ZÖE) as a graphic decision to elevate perceived value. The mark, the visual identity, the website, the in-studio experience: everything came together as a single coherent system.

The work

Beyond the brand build: digital presence from zero, on-site activations (the anniversary giveaway drove a meaningful share of new leads and treatment-package sales), and consultative-selling training for the team of three aestheticians.

Scope

Led the corporate rebrand: audited the existing website, defined strategic direction, and oversaw the development of the new site (currently live). Direct corporate communication for trade-show presence during the brand transition phase.

Approach to social

Strategy and execution across Facebook, Instagram and LinkedIn, built on a quantitative diagnostic of prior performance benchmarked against industry standards. Content architecture organised by strategic pillars and differentiated buyer personas (specialist nurses, nephrologists, and clinic administrators), each with distinct decision criteria.

Paid & regulatory

Designed and executed paid campaigns on Meta Ads with decision-maker segmentation, operating within the Mexican regulatory framework for medical-device advertising (COFEPRIS, Modalities B and C). Joined the client's managing partner on international sourcing trips to China and Germany as part of onboarding into the business.

The situation

Inherited a 20-year-old B2B operation in financial difficulty, with a fragile sales process and an outdated brand. The job was less about ideas and more about bringing a real business back to functioning health.

What I did

Restructured the sales team with a new commercial protocol and pipeline-tracking system. Designed and built an internal automated quoting tool the team uses today, cutting customer response time from two days to ten minutes. Led the full rebrand, working with an external agency on proposals and supervising the redesign of website and visual identity. Represented the company before key clients in banking and corporate accounts, including internationally recognised firms.

The insight

Home fitness equipment is industrial, ugly, and gets hidden in cupboards. Premium design alternatives like NOHRD start at €3,000+. There's a clear gap for a designed-for-the-home object that feels like furniture, not gym gear; one that an Alejandro López, 32, working from home in Barcelona, would actively want to keep in sight.

The brand

kuru. From Japanese: "to come, to arrive, to flow toward you". The manifesto in one word: you don't go to the gym, movement comes to you. Always lowercase. Wordmark only, no symbol; the spacing between letters does the work.

The thinking

Beyond the brand: a defined buyer persona, a five-stage customer journey with mapped frictions, three financial scenarios across manufacturing geographies (Spain, Eastern Europe, Asia) with break-even calculated for each, and a deliberate price point of €749 chosen to occupy the empty space between mass-market gym gear and design-led premium.

Status

Concept complete. Materials sourced for a working prototype. Currently paused. The right time to launch a product is not while finishing a degree and starting a career.