The offering, which will begin with 20 employees, will be led out of the São Paulo office. The practice will be utilized across the network’s offices in Miami, Buenos Aires, Toronto, Mexico City, Los Angeles and Amsterdam.
Gut Design is already working on projects for the following clients: Anheuser-Busch InBev Korea, Mercado Livre LATAM and Spaten in Brazil.
São Paulo had been leading the way in design and craft for Gut, said Gut Founder and Creative Chairman Anselmo Ramos, who noted that Melo is known within the agency as “Craft King.” “At one point, we said, ‘We have to take this more seriously and create a structure offering because clients are really interested in design and saying it’s so important.’”
An increase in design-centric projects prompted a need for an offering, Ramos said. He believes the design offering can also act as a gateway into the rest of the Gut network for clients.