Connecting Creativity Across Borders

When we embrace our creativity, we venture into business to share our passion with others. In the realm of commerce, we compete with fellow designers and creative agencies that were founded with similar aspirations. Globalization has shown us that we are not alone—creative communities exist worldwide, yet they have mostly worked in isolation within their local ecosystems.

They explored whether advancements in technology, design experience, improved project processes, and refined operational management could enable their creativity and design skills to be 'exported' beyond their country and continent. Recognizing the potential of this venture, the Economic Development Ministry of the Chilean government (CORFO) stepped in to seed this initiative by bringing together leading Chilean design companies to explore its possibilities.

The Challenge
While Chile boasts a vibrant creative industry, its design firms largely operated in silos, competing for local clients and projects. The challenge was to harness the collective expertise of these firms and develop a scalable model that allowed them to reach international markets. They needed to create a unified structure that could effectively collaborate with North American businesses while maintaining the authenticity and richness of their South American roots.

The Solution
To spearhead this ambitious initiative, Marawan El-Asfahani, a former co-founder of Oxygen Design Agency and Jacknife Design, and a former RGD board member, was brought on board as a consultant through Bobby Sugar. Tasked with leading, mentoring, and facilitating business strategies for the collective, Marawan worked closely with eleven of the top branding design firms in Chile. Once competitors, these firms came together as a unified agency—Chica Branding & Design.

Formation of Chica Branding & Design
Under Marawan’s guidance, the firms combined their talents, resources, segment expertise, and diverse portfolios to develop a cohesive strategy for working with international clients. Managing Partner Juan Pablo Schiattino described the transition as an opportunity to bring their unique South American perspective to the Canadian and North American design scene. By merging into a single agency, Chica offered a streamlined, holistic approach to branding and design, ensuring clients received end-to-end creative solutions from a team of top-tier professionals.

Impact and Achievements
Chica’s diverse and talented team includes multilingual designers with extensive expertise in branding, editorial design, environmental graphics, illustration, packaging, and immersive digital experiences. Their work quickly gained recognition, and their innovative approach attracted global leaders across various industries, including:

Education: Harvard University, MIT
Retail & Sports: Nike, Nestlé
Mining & Energy: Barrick Gold
Banking & Finance: Santander
Transportation & Media: LATAM Airlines
Beauty & Wellness: Majen Cosmetics

Additionally, nine of Chica’s graphic designers were recognized as the top female designers in Latin America in La Tina 001, a publication that surveyed over 500 designers across 20 Latin American countries. Their recognition is a testament to the exceptional creativity and innovative spirit within the agency.

Notable Projects
Chica Branding & Design has developed visually compelling campaigns that blend their South American heritage with a global design sensibility. Some of their standout projects include:

Bellavista Bella Campaign Branding – A visual identity celebrating cultural and urban vibrancy.
Espérate Campaign Branding – A campaign that merges storytelling with dynamic design elements.
AOA Editorial Design – A publication design project that exemplifies Chica’s editorial expertise.
Majen Cosmetics Branding – A complete brand transformation that highlights the beauty of natural ingredients.

Core Values and Vision
Chica remains committed to the principles that brought them together: collaboration, creativity, and a desire to make meaningful connections across the global design community. As Juan Pablo Schiattino notes, Chica is "Principal-run but also run by principles." Their work is guided by a shared ethos of creativity, integrity, and innovation.

Looking Ahead
Chica’s mission extends beyond delivering exceptional design services—they seek to foster knowledge exchange, build relationships, and create impactful work that transcends borders. Their journey demonstrates the power of collaboration in transforming independent creative firms into a global force. As they continue expanding their reach, Chica Branding & Design stands as a testament to the potential of international creative partnerships and the limitless possibilities of design on a global scale.