One-man design studios are now a rarity in the process of extinction. The great branding strategies are carried out by large studios that can afford to undertake the enormous – and routine – work that they entail. However, from time to time, there are small organisations related to the third sector, culture, leisure or education that need a graphic image with which to communicate their activities. The work of a speech therapist, a social aid foundation or even a tapas bar barely generates a handful of jobs, but it is, from my point of view, fundamental for social cohesion and our civic health. Creating the image of El Sindicat del Vi was playing at home, since it is the bar that I set up more than ten years ago with my business partner Gabriella Sztankó, the true driving force behind the place.