Gerund
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    • Strategic Design and Innovation
    • Brand and Communication
    • Experience and Interaction
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    • Decoding Loyalty
    • Decoding the Yo-Sphere
    • Decoding Financial Digitalization
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La experiencia de marca de Lumon / Severance

La experiencia de marca de Lumon / Severance

by Cecy Rodriguez | April 7, 2025 | Our ideas, Experience

The Lumon / Severance Brand Experience By: Cecilia Rodríguez Does anyone else miss Severance Fridays? It's been two weeks since the season finale of Apple TV's most-watched series, and as a good fan (and designer), I'm not going to deny that I'm still...
¿Morirán las plataformas de streaming?

¿Morirán las plataformas de streaming?

by Eduardo Gutierrez | November 4, 2024 | Our ideas, Experience, Business and Strategic Design

Will streaming platforms die? By: Eduardo Gutiérrez The 2010s were just beginning; Rihanna and LMFAO were playing on the radio, the word smartphone was starting to be used everywhere, and movie buffs and casual viewers alike were heading to a branch of the now-defunct...
Otra vez el champán y las uvas y el… Spotify Wrapped

Otra vez el champán y las uvas y el… Spotify Wrapped

by Andrea Vallarta | December 1, 2023 | Activation and Growth, Our ideas, Branding, Experience, Innovation

Champagne and grapes and… Spotify Wrapped again By: Alan Luna We're here again. “One more year,” Mecano would say, and another year we also say —with different intonations of joy or weariness— all of us who will spend this day watching Bad Bunny over and over again, and...
Adobe Transforma el Mundo del Diseño con la Adquisición de Figma

Adobe Transforma el Mundo del Diseño con la Adquisición de Figma

by Andrea Vallarta | November 27, 2023 | Activation and Growth, Our ideas, Branding, Experience, Innovation

Adobe Transforms the Design World with the Acquisition of Figma By: Carlos De Santiago In September of last year, the design world was shaken by the news that Adobe had reached an agreement to acquire Figma, the leading design platform...
Buen Fin 2023: Estrategias de venta inteligente

Buen Fin 2023: Estrategias de venta inteligente

by Andrea Vallarta | November 17, 2023 | Activation and Growth, Our ideas, Branding, Experience, Innovation

Good End 2023: Smart Sales Strategies By: Andrea Vallarta The highly anticipated 13th edition of the Good End, considered the commercial event of the year, will take place from Friday, November 17th to Monday, November 20th. This period not only represents an opportunity to enjoy...
Personas felices, procesos eficientes y herramientas de diseño escalables

Personas felices, procesos eficientes y herramientas de diseño escalables

by Andrea Vallarta | November 13, 2023 | Activation and Growth, Our ideas, Branding, Experience, Innovation

Happy people, efficient processes, and scalable design tools By: Cecilia Rodríguez From October 17th to 20th of this year, the first edition of the DesignOps Latam conference, a community that has rapidly scaled among design professionals and...
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Recent Posts

  • El peligro de la invisibilidad funcional: por qué la relevancia de marca no se resuelve con presencia constante.
  • El riesgo de la costumbre: Por qué la rutina del usuario no equivale a preferencia de marca
  • Más allá de la personalización algorítmica: por qué el reconocimiento del cliente define la retención real.
  • The trick of speed: how efficiency in CX kills value before creating loyalty
  • The myth of quality: why having a good product no longer buys you anyone’s loyalty

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Gerund

It is a strategic design agency that helps organizations grow by understanding, designing, and activating better relationships between people and businesses.

  • About the gerund
  • SERVICES
  • PROJECTS
  • Studies
  • Blog
  • CONTACT

About the gerund

  • PROJECTS
  • CONTACT

Services

  • Strategic Design and Innovation
  • Brand and Communication
  • Experience and Interaction

Studies

  • Decoding Loyalty
  • Decoding the Yo-Sphere
  • Decoding Financial Digitalization

Our ideas

El peligro de la invisibilidad funcional: por qué la relevancia de marca no se resuelve con presencia constante.

  The danger of functional invisibility: why brand relevance is not solved by constant presence Author: Elena Benitez CEO of Gerundio There is a yawning gap between being present in a person's life and being truly...

El riesgo de la costumbre: Por qué la rutina del usuario no equivale a preferencia de marca

  The risk of habit: Why user routine does not equate to brand preference | Blog: Gerundio Author: Elena Benitez, CEO of Gerundio. Celebrating frequent use as synonymous with loyalty is one of the most costly self-deceptions at the tables...

Más allá de la personalización algorítmica: por qué el reconocimiento del cliente define la retención real.

  Beyond algorithmic personalization: why customer recognition defines real retention Author: Elena Benitez, CEO of Gerundio Celebrate dynamic emails that include the user's first name in the subject line as if that were...

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