Work
Brand · Platform · Europe
New Malaka
The European end of the bridge: it channels European companies towards the United States and receives in Europe those coming the other way.
The record
ScopeEurope
RoleSender and receiver in Europe
Our roleBrand, narrative and platform
CounterpartUSARunway, in the United States
RelationshipOperates under the Málaga House umbrella
The real problem
A bridge with only one end is not a bridge.
Málaga has gone from beach destination to technology and cultural hub in a decade, but its outward story was still the old one, and above all there was nobody to pick up the relationship on the way back from the United States. The turn was to build the bridge with two companies, one on each side, instead of an annual event. New Malaka sends and receives in Europe; USARunway does the same in the United States.
What we built
01
Brand and narrative
Identity and positioning for the platform.
02
Own site
newmalaka.com as the centre of operations.
03
Connection
Link to the city's international agenda.
1Platform of its own
Pieces
The New Malaka website
Credits
DirectionFrancisco S. Guitard, OverlaB Intelligence
Next caseUSARunway