LaGutierrez

Creative direction and AI automation for brands that know the difference between having a system and having a reason to exist.

Hospitality · SaaS · Tech Infrastructure · Consumer Brands.

La Gutierrez — Est. 2022

We build
what brands
run on.

Brands don't fail on execution. They fail because no one decided clearly enough what the brand actually is — clearly enough for design, automation, and campaigns to all point in the same direction.

La Gutierrez builds that clarity first. Then we build everything that runs on top of it.

The Studio →
3+ Years on the market
4 Markets Italy · Spain · Peru · USA
One Methodology
What clients say.
01
AI Automatization
"We are a journalism and PR agency so the creative side wasn't the reason I reached out. We were losing close to 18 hours every week on tasks that didn't need a person to do them. Three different freelancers, overlapping work, costs that didn't add up. I just needed things to run properly. After working with LaGutierrez the automations were set up and running on their own. Around 3,000 euros came back into the monthly budget and my team shifted their time toward work that actually moves the agency forward. I can now focus on scaling instead of managing the same operational problems every week."
Lusine K. Journalism & PR Agency · Europe
02
Brand Architecture Brand Consultancy
"I'm not sure I even knew what I needed when I first wrote to them. I had the project, I had some direction, but I couldn't figure out how to make it into something clients would want to be part of. That first session answered questions I had been circling for months. Within an hour I had a clearer picture of what the brand needed to be, both conceptually and visually, than I had managed to get anywhere else. They ask the right questions and the work is actually usable. More than 60 clients later, the brand still holds."
Elena Europe
03
Brand Architecture Strategic Content Project Direction
"My restaurant was doing well. Sales were growing. But clients were coming in, experiencing everything, and leaving without really understanding what I was offering or why it was priced the way it was. The concept was there, I just hadn't been able to translate it clearly. LaGutierrez didn't change what I had built. They found what was already there and made it something people could understand and value. Since then the project has received three award recognitions, more than ten journalists have written about it, and when I explain the concept and the pricing, the conversation lands completely differently."
Gino M. Restaurant · Europe
04
Brand Consultancy Brand Architecture Project Direction
"Growing the brand was fast, that part came naturally. But growing it in a way that made sense was harder than I expected. I had too many product ideas and a lot of them didn't match what I could actually produce well or what the brand really stood for. After working with LaGutierrez I had a clear framework for what belongs and what doesn't, when to launch, and how to think about it. That clarity changed everything. My audience started responding differently and we have seen over 10K in new sales since getting that structure in place."
Kelly M. Product Management · Latin America

You already know something is missing.

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About

Started in fashion — the only industry that treats the backstory as seriously as the product. Then hospitality, tech and markets across Italy, Peru and Spain. Different sectors. The same problem everywhere: brands built before anyone decided what they were. LaGutierrez exists because that gap has a cost.

The pattern was always the same: a specialist builds the identity, the brand launches, and every agency that follows pulls it in a different direction — because the concept was never written down clearly enough to survive the process. What fashion understood, commercial brands decided was optional. It isn't.

Creative Direction

Luciana Gutiérrez
Creative Director

Luciana Gutiérrez — Directora Creativa

About LaGutierrez

wORK
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Selected projects. Each began without a brief — only a question.

Fine Dining · Florence Sevi
Bar Sotterraneo · Florence Fragmentos

Selected projects. Each began without a brief — only a question.

View Case Studies →