Serious thinking.
Without taking ourselves too seriously.
MALFI lives between strategy and creativity, business and culture, instinct and evidence.
We believe that first impressions often need a second. That a conversation can contradict the briefing and mean much more. That a movie, a supermarket, or a street walked a hundred times can place a question in a different light.
And that what is interesting rarely lives within a single discipline.
We believe in unlikely connections.
We like culture when it helps us think — and opens up another possibility.
Creativity when it makes something visible that wasn’t before.
Strategy when it helps make choices.
And ideas when they start having consequences beyond a presentation.
That way of working also has quite a lot to do with the people behind MALFI.
Leticia Puerta
Co-founder · Brand & Design
Leticia has spent more than 15 years developing brand identities and systems for national and international projects. She moves comfortably between strategy, creativity and design, always looking for ways an idea can grow and stand apart without losing what makes it recognisable.
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She is particularly interested in that moment when an intuition begins to find form, language and structure — until it becomes something a brand can truly make its own.
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She has a particularly sharp eye for what deserves to stay, what can be simplified, and what, precisely because it isn’t perfect, might become the most memorable part.
A few things worth knowing
From Menorca, with many years in Berlin behind her.
Two very different places that probably explain part of the way she sees things.
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The sea is a constant.
She always finds her way back to it, physically or mentally.
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She paints animals.
Because some creative obsessions don’t need much explanation.
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Creativity doesn’t switch off when she leaves the studio.
She tends to see possibilities where others still see separate pieces.
Isabel Blokker
Co-founder · Brand Strategy
Isabel has spent more than eight years working in brand strategy and communications, with experience across lifestyle, tourism, culture and institutions.
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Her work spans positioning, narrative and activation, but it usually starts earlier: researching, connecting contexts and following clues that might seem secondary at first glance.
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She is particularly interested in understanding why people do what they do, where certain ideas come from, and which connections can change the way a question is framed. Quite often, the best answers appear precisely there.
A few things worth knowing
Half Dutch, half Spanish.
Though if her heart had to be placed somewhere, it would be in Mallorca.
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She could spend hours researching a curiosity.
A story, an unusual behaviour or a seemingly irrelevant detail is usually enough to get her started.
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The sea features quite a lot, too.
Probably more than necessary. Never too much.
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She lives with Indie and Lucas.
Indie, her cat, holds a particularly privileged position. Lucas, her dog, has quite a lot to say about that.
Our principles
Don’t polish the character out
We like rigour. We also like things with edges. A brand can be sophisticated without becoming perfectly polished. We don’t want to smooth away the very things that might make it recognisable.
Look before you label
We try to understand something before deciding what to call it. A category, a target or a trend can be useful shortcuts. They can also stop you from looking any further.
Culture needs a job
A film, a ritual, a work of art, a subculture or a supermarket belong in a project when they help us understand something better. If they don’t change the way we see it, they don’t belong there.