Brand creation, naming, identity, storytelling, campaign and creative direction for ThePartners, a consulting firm specialized in the ideation, curating and management of projects related to contemporary art. A name that embodies the team spirit that the consultancy sought to transmit to its clients, along with an identity inspired by the hidden universe of the most exclusive and eccentric meetings in society. The name itself breaks convention, combining words seamlessly and presenting an unconventional, inverted "a" as a statement of defiance. The launch campaign boldly embraces the concept of original sin, capturing attention with its provocative music and simplicity that gives rise to the brand's claim: "Do you wanna bite the apple?".