We are Imparalel Brand Works

We can help your brand grow transnationally and transculturally.

We create powerful brands that guide companies to their destination while staying parallel to business strategy

We are at the forefront of the movement to turn brands into strategic assets that deliver real results. Every branding project we take on has a clear strategic goal and a defined challenge against which we measure the quality of our work.

We identify compelling meaning for brands that stays parallel across linguistic divides

Our linguistic and market analysis capabilities allow us to measure brand reception and perception across a large variety of markets, and create brand identities which respond directly to consumers’ mindsets, finding relevance in new and exciting markets.

We help brands travel with unparalleled ease wherever they grow

We are transnational because we understand that powerful and valuable brands have both an origin and a destination. We also understand that today’s complex world simply being international is not enough, and brand strategies need to change to overcome and master the challenges companies face.

Elevating Travel & Tourism

Fostering understanding between tourists and locals is one of the key challenges of our times. Whether that is to create new pull factors by offering tourists new and authentic experiences, bringing innovative and sustainable business models to the market or breathing life into destinations which have been off the radar, we can help with our unique approach.
Powering Import & Export

Perhaps a no-brainer. If your brand travels as well as your product, the possibilities are endless. In a world where consumers can find and purchase products from across the world, we can help premiumise and adapt your brand to meet your business needs.
Adapting Employer Branding

If your business has adapted to employing remote workers, or simply employs a diverse set of employees which have differing needs, expectations and leadership styles, we can help to create a powerful and transverse employer brand which brings people together and motivates them to come and and to stay in your organisation.
Revaluing Traditional Goods

Today’s consumer’s continuous search for authenticity begins at home, and a deep understanding of the way consumers travel and interact with products that provoke nostalgia or exoticism is essential when creating brands that respond to this trend. We can help create brands that combine tradition with modernity and capitalise on deep cultural associations.
Translating Sustainability

The global consumer is more educated than ever about sustainability and its relevance in today’s world, however between markets there continues to be a disparity between capacity to respond and ability to understand. Pair this with challenges surrounding the sustainability perception of certain countries and territories, and this landscape can be hard to navigate without the right expertise.

Our branding methodology combines divergent thinking with a continuous focus on optimising meaning and delivering relevant strategy.

Good brand strategies are built on the foundations of relevance, authenticity and difference. We are able to carry out in-depth analyses of markets, audiences and the brand itself in order to identify opportunities for the brand in an entrepreneurial way.
From our radar analysis, we can add creativity to create compelling brands which stand out and stay relevant both in specific markets or in the international competitive landscape.
While a brand strategy keeps communications solid, meaningful and relevant, when brand travels so must its communication strategy. We can carry out one-off and periodic analyses of how a brand interacts with its context and find out what adjustments need to be made for optimum communication.
Adding our linguistic knowledge to the creative process, we are able to create namings and brand architectures which seamlessly gel with different international audiences, lessening the need to adapt communications as your company grows or travels.
We can work with designers to bring brand strategies to life in a way which stays true to both the creative vision and the strategic reality behind the brand.

The team

As a team, we capitalise on both lived experience and deep market insights to balance perception and reality, creating brands which drive authenticity and relevance across the cultural and linguistic divides.

Will Gittins

Founder and Head Strategist

A UK native, Will’s extensive and eclectic experience carrying out multilingual branding projects for leading companies in the European, American and Global markets led to the creation of Imparalel as a transnational brand studio. Will is a linguistics graduate and speaks fluent English, French and Spanish and has studied in 3 countries, bringing a cross-culture vision to all his work in a dynamic and collaborative way.

Aarti Gill

UK Market Liaison

Aarti’s background in luxury, fashion and supermarket marketing has seen her work with UK & international brands in both on-and offline projects, adapting strategies for the UK market.

Lily Jiang

Chinese & German Market Liaison

Lily hails from Shenzhen, – the heart of China’s technological revolution. Lily has studied and worked in marketing in the USA, China, Spain and Germany.