Category
Library
Date
Duration
5 mins
Crater is a brand consultancy based in Madrid. We work on strategy, identity and narrative for startups, industrial businesses and healthtech companies that need to differentiate themselves. Research, design and technology in the same team. Projects in Madrid and beyond.
Your competition already has a brand. You still have a logo.
Crater builds the brand from the inside out. Strategy, identity and narrative for Madrid businesses that cannot afford to be invisible.
Madrid does not forgive ambiguity
Madrid concentrates 35% of startup investment in Spain, according to the SpainTech 2023 report by Dealroom and Telefónica. That volume of capital does not move randomly. It moves towards companies that communicate clearly who they are and why they matter.
The Cuatro Torres–IE Tower axis groups together headquarters of multinationals and funds that evaluate brands in seconds. Not in meetings. In seconds, before the meeting. The South Summit Madrid 2024 received more than 18,000 applications from startups across 100 countries. Those that make the cut have something more than a product: they have a narrative that stands on its own.
The healthtech hub in the north of Madrid —with companies like Savana or Idoven competing for talent and international partnerships— operates in an environment where brand positioning is an entry credential. Doctors, funds and strategic partners do not sign with those they do not understand. A weak brand in this ecosystem is not an aesthetic problem. It is a business problem.
What Crater does that other Madrid consultancies don't
Our headquarters are in Madrid. We work here, we meet here, and we know the ecosystem from the inside.
The difference is not the location. It is the method.
Most brand consultancies in Madrid sell either strategy or creativity. Few do both with the same level of rigour. Almost none connect them with the digital product within the same process. At Crater, the team that defines the positioning builds the visual identity, the verbal narrative and the design system. There is no consultant who delivers a PDF and disappears before the real work begins.
We work with companies that have real complexity. Industrial firms that need to internationalise. Healthtechs that must earn the trust of doctors before patients. Startups that raise a round with a deck and need that deck to reflect a brand that already exists, not an empty promise. The starting point is not the size of the company. It is the gap between how it is perceived and how it should be perceived.
Strategy, creativity, technology and humanism are not four departments. They are four lenses we apply to the same problem. That is how Crater works.
Frequently asked questions from companies in Madrid
How much does a brand project with Crater in Madrid cost?
It depends on the scope. A brand audit with positioning analysis starts differently to a full rebranding with a design system, verbal narrative and digital assets. What does not change between projects is the process: research first, proposal second. Never the other way around. The first conversation is free of charge and serves to understand if there is a real fit before talking about budget.
Do you only work with startups or also with established companies?
With both. The profile that works most with Crater in Madrid ranges from startups preparing a funding round to industrial firms with decades of history that need to reposition themselves to compete internationally. The common denominator is neither size nor sector. It is that they have a brand problem that is holding back their growth and they want to solve it with rigour.
Do you understand technical sectors like industrial or healthcare?
Yes. Not because we say so, but because every project opens with a research phase designed to understand before proposing. This includes interviews with internal stakeholders, competitive analysis of the sector and a review of the regulatory context when applicable. No one at Crater arrives at the first meeting with a pre-packaged solution.
How long does a brand project last?
Between 6 and 20 weeks depending on the scope. Brand projects are not done in a two-day sprint. A well-executed brand audit already requires weeks of work before a single visual proposal appears. A full rebranding with brand strategy, visual universe and design system takes the time it needs to be done well.
If your brand isn't working while you are away, something is wrong
We have worked with startups before their first round, with Madrid-based industrial firms that wanted to stop looking small outside of Spain, and with healthtechs that needed their brand to convey clinical rigour without losing accessibility. The starting point is always the same: an honest conversation about where the problem lies.
Tell us what is holding your brand back. We will have an initial conversation free of charge to see if we can help you. In person in Madrid or via video call, whichever you prefer.
Whether you work in branding for startups or run a company with years of history that needs to reposition itself, the process starts the same way: by listening.
Let's talk about your brand
