With 20 years of experience in the world of design and ideas, Pablo fell in love with branding in London under the mentorship of Wally Olins. He trained at Central Saint Martins and has worked across Spain and the UK for brands such as Vicio, Sónar, Coca-Cola, FC Barcelona, Correos, and the Guggenheim. He founded Morbo to demonstrate that branding is not merely a technical process, but a form of expression. Today, he leads the studio by combining strategy, storytelling, and design, while also giving talks and workshops where he shares his vision: brands that don't challenge the status quo aren't remembered.
Morbo is an independent branding and advertising studio built on one simple belief: brands don’t change the world by chasing consensus. They change it by having the courage to stand for something. Because the ideas that leave a mark rarely please everyone. They help companies, institutions and entrepreneurs build brands that are impossible to ignore. By combining strategy, creativity and culture, we create positioning, identities and campaigns that spark conversation, desire and cultural relevance. Their goal isn’t to appeal to everyone. It’s to earn a clear place in people’s minds—and in their lives. Over the past few years, they’ve collaborated with and created brands such as VICIO, Sónar, Deportivo La Coruña, Brunch Electronik and Freshly Cosmetics, delivering work that has been recognised internationally. At Morbo, they believe indifference is far more dangerous than rejection. That’s why they don’t design to fit in. They design to provoke a reaction. Because brands that try to please everyone usually end up meaning nothing to anyone.
