Who we are

Global leaders

Our people

We bring our knowledge and experience together in a collaborative working environment, ensuring our clients get the full benefit of working with our business founders.

Our purpose

Creating and transforming brands that unite people.

Our partners are some of the most experienced brand consultants in the world.
We are a collective of skilled, global, passionate brand strategists, market insights, innovative and creatives.
We are independently minded and independently owned. This allows us to focus directly on our clients and their needs. Our clients are our partners, their success is our goal.
We believe great design and powerful brand strategy can transform businesses by delivering transformative experiences.


Andy is considered one of the world’s leading Branding experts. With more than 25 years of experience, he has developed projects on 5 continents. His talent and charisma have led Andy to be known as “Mr. Branding.”

Andy is the author of the bestsellers: “BrandOffOn: The Branding of the Future”, considered one of the most influential books of the 21st century, “HumanOffOn: Is the Internet changing us as human beings?” and “TOTEM. Transforming clients into believers “.

He is a visiting professor at prestigious companies, business schools and consultant, as well as a regular speaker at branding and business events around the world. He is the CEO of TOTEM Branding, one of the world’s leading Branding companies.


Graham is one of the world’s most sought after brand consultants. He has 25 years of experience working on major brands at a global and local level.

A nomad at heart originally from the UK, Graham has worked extensively in Europe, America and Asia. Currently based in Melbourne, Australia.

Graham heads our global creative team, bringing unparralled experience across a broad range of industries and is responsible for ensuring the high quality delivery of TOTEM’s strategy and creative work.

He has a passion for developing ideas which succeed through simplicity, contrast and business effectiveness.


Over the past 15 years, Gema has been the driving force behind more than a hundred branding projects in Europe and Latin America. With a deep knowledge and experience in brand management, creative processes as well as experience in finding solutions and deploying the brand identity system.

The multidisciplinary quality of her career, allows Gema a very comprehensive vision in the creative and strategic processes, complemented with experience in dealing with both domestic and international customers.

Gema is extremely dedicated, and her clients see her as an integral partner in their design launches.


Lisa is the Manager of TOTEM Branding Scandinavia and has been actively working within the retail, hospitality, commercial and real estate industries for over 25 years on an international level. Lisa herself is one of the top specialists in food & beverage.

She comes from Australia, and resides in Sweden, where she moved in 2001, and since then, she has been working with global clients on the concept and strategy development, also helping to build and train organizations and teams, whilst also a public speaker and lecturer.

Copenhagen International, Inter Ikea Center Group as well as her own company gave her a strong background on new trends, business development, market insights and how to build the future of the marketplace. And she is also committed with professional women organizations, gender equality, economic & career competence and sustainability issues.


As a TOTEM Innovation Partner, Sebastián has been in the digital business for more than 15 years. He is an expert creating innovation programs for global corporations. In the last years Sebastian has done innovation and intrapreneurship programs for Toyota Connected, PSA Group, Merlin Properties, Vukile and The Thais Group among many others.

Launched and fundraised +€20M for IMPACT Accelerator for ISDI, among the world’s most active accelerators in Europe. Accelerating +100 startups in robotics, proptech, content, foodtech and mobility.

Entrepreneur, Strategist, and Open Innovation Expert, he has a large experience as a co-founder and CEO of different startups in digital marketing, education and content and also advises several startups and innovation hubs in retail, real estate, energy, and automation.


Emma is an expert in growing multicultural teams and deploying operations in complex and changing environments. She has collected experiences for 20 years in large companies in the retail sector. As an entrepreneur and external advisor, she has collaborated since 2016 with global organizations in the lifestyle, mass consumption, distribution, sports or pharmaceutical sectors.

She began her professional life at Mango in 1996, where she participated from the field in the expansion of the brand in Asia and Europe. In 2001 she joined the Inditex group, where she was Head of Training for the Oysho and Massimo Dutti brands, Global Development Director for the entire group based at the Arteixo headquarters and, from 2009 to 2016, International Director of People & Operations for Massimo Dutti. She made high-impact projects a reality in cities such as Shanghai, Moscow, New York, Paris, Dubai, London or New Delhi.


Sergio combines his experience as director and leader
in prominent multinationals as well as its fruitful
stage as an entrepreneur.

With more than 55 countries visited for leisure or
business, Sergio understands the global and connected
world, like few. His international experience enhanced
his curiosity, creativity and observation skills.
Those capabilities allow him to add a high added value
that enriches the projects in which he is involved, with
a strong focus on strategy, launch of new products and
creation of new lines of business.

His strengths include jobs in media, mass consumption, retail, tourism and hospitality. He made training programs in creativity, innovation, development of business and consulting at different universities. He is the author of the book “Absolute Simplicity”.

Delivering powerful brand experiences.

The Totem Brand Story

Humanising brands is at the core of our purpose.
The world that brands live in is rapidly changing. It is more important than ever for brands to innovate, engage and build loyalty with their audiences. Building a sense of connection, pride and belonging is at the core of what we do.

We are committed to working consciously with the global SDG's (Sustainable Development Goals)



We believe collaborative engagement yields the best outcomes. Our proven processes are tailored to individual client needs.

Brand analysis

Strategy and Positioning

Brand identity

Brand architecture

Brand portfolio


Naming and verbal Identity

Brand orientation

Brand implementation

Staff engagement

Brand culture

Customer Journey

Environmental Design

Brand Language


Product Identity


Sustainability Defenders

Future mapping

Digital Branding

360° Branding®



TOTEM Limitless®

TOTEM Together®

Bringing brands to life

The most valuable currency today is not data or money, but knowledge. Aware of this, for years we have been spreading the importance, relevance and impact of branding in the lives of people, companies, education and society.

TOTEM Branding is built on collaboration and shared experiences across a wide range of global projects. Driven by a passion to share the knowledge, the TOTEM Branding Academy was born.

A space dedicated to sharing our knowledge about Branding. Better brands generate better companies and in this way we can live in a better society that will create a better world.

Customized programs for business schools, companies and institutions that compete with the vision that the more knowledge their managers, employees, students, teachers or other stakeholders acquire, the better.

Companies, academia and institutions already assume that knowledge is not a pose or a fashion. It is about exchanging information, ideas, experiences, to grow more, but more importantly to grow better.

Check our online course for TOTEM Brandinnovation MOOC. And the Trailer.

At TOTEM Branding we believe in the fundamental importance of knowledge and sharing it. Knowledge acquired in the real world, in the market, in the trenches of the front line of the creation, construction or transformation of brands.

We believe our job is to improve the world of brands today and for those who will come after.

We are proud of the TOTEM Branding team that empowers brands around the world every day. This is how we live every day to inspire, create, transform and grow in an environment that is as uncertain as it is exciting.

Limitless Innovation is a powerful insight tool to generate future focused innovative thinking, in your team.

We believe that an innovation mindset is a mandatory
transformative skill for every company in order to be
competitive in the highly complex presence of the tech era.
Our mission is to help organizations to boost
their capability to adapt to rapid change,
and to adopt innovation.

Great employee experience will generate great
customer experience.
Great customer experience will generate
great business results.