The first step was to look inward. Through Human Design, we analyzed Hebra's natural way of leading, making decisions, and expressing herself. This allowed us to design a brand strategy that was not only aesthetic but also energetic: we built a new direction that respected her authentic way of creating, communicating, and working. We defined a visual, verbal, and strategic identity that made Hebra a true reflection of her evolution as an artist.
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Hebra Silvestre
The challenge
The main challenge was that, although Hebra had a soul, it lacked a clear identity or a strategy to sustain it. Mitzy felt that her brand's communication didn't fully reflect the value and meaning of her pieces. Furthermore, in her daily routine and her approach to leading the project, she faced internal friction that made it difficult to make consistent progress.
Weaving a new brand identity
Hebra is a conscious creation workshop where textile recycling and the art of embroidery merge to create unique accessories. Behind each piece is Mitzy Riquelme, the mind and heart of this project. After years of artisanal work, she felt her brand had become too small compared to the personal and artistic growth she had experienced.
Mitzy, a passionate textile artist, had long dreamed of a Thread that truly represented who she was today: stronger, more confident, more connected to her purpose. She knew it was time to evolve, but she needed a guide to help her organize her vision and transform it into a coherent and lasting brand identity.