A.02
Brand Strategy
Defining an umbrella brand for the creative duo behind elrow.
Positioning the creators of elrow as a creative duo shaping the future of immersive entertainment.
CONTEXT
Juan Arnau and Cruz Arnau, the creators behind elrow, approached with a simple task but a clear gap: they wanted us to design an archive website for their best projects , but despite running one of the most recognizable entertainment brands in the world, their personal presence online didn't match the scale of their work
CHALLENGE
In the real world, they're constantly surrounded by artists, collaborators, and fans inside the global electronic music scene. Online, that presence was much quieter.
The opportunity wasn't just to build a personal website—it was to define how Juan and Cruz should exist publicly as creators beyond elrow.
DETAILS
SERVICE
BRAND SPRINT
INDUSTRY
ENTERTAINMENT
LANGUAGE
ENGLISH
BRAND STRATEGY
Not a typical personal brand.
At first glance, the project looked like a standard personal branding exercise. It wasn't. Juan and Cruz already had their own individual identities and social profiles, so inventing an artificial brand on top would feel unnecessary. At the same time, most of their work is deeply collaborative—built together. We needed a way to present them both individually and collectively without forcing an identity that didn't already exist.
NAMING
A creative duo, framed as A.02.
With the need to present them as a unit, but with leading with both their personalities, the positioning that emerged was simple: "A creative duo producing impossible immersive experiences." It respects the culture they come from while opening the door to projects that might live beyond the elrow or Monegros ecosystems.
For naming, rather than invent something artificial, we gave visual form to what already existed—their surname. People already call them “the Arnau”, so the result was A.02: "A" for Arnau, "02" for the two siblings, and in Spanish a nod to working "a dos"—together. A subtle layer that frames their collaboration without replacing either identity.
What we did
Positioning
Naming
Narrative Framework
Juan and Cruz don't see themselves as party promoters, they see themselves as creators of immersive experiences. Seen through that lens, we shifted their positioning as event operators and present them as a creative duo building the future of immersive entertainment beyond a specific niche.
Key Insight
NAMING
Precision meets chaos, visually.
The visual system balances the two forces that define their work: a curiosity for technology, systems, and the future of entertainment on one side, and the expressive, chaotic creativity of the elrow universe on the other brands they own. It pairs structured layouts, micro-typography, and neutral type with expressive gradients and color that bring energy and unpredictability.
We produced their first professional photoshoot together and developed a shared signature derived from both of their handwritten signatures—a subtle personal mark of their collaboration. It all lives on a website designed as their creative headquarters: not a static biography, but a platform where their story can grow on their own terms.
WHAT WE DID
Visual Identity
Brand Photography
Website
