Fiber.Mobile.AndCaaaalm.
ADAMO · Telecom
ADAMO
In one of the world's most hated industries, we built a brand people actually love. A full platform for the telco bringing fiber to the rural Spain everyone else turned down — and a custom AI model that lets the team draw its own world.
Situation
They earned the market. Not the brand.
ADAMO is not a small startup. They're a telco with a real customer base, a proven model, and a genuinely different story — built on bringing fiber to the rural communities where others said "thanks, but no thanks", at fair prices and with honest service. They had earned their place in the market. What they hadn't yet built was a brand system to match. As the company grew, the gap between who they were and how they communicated became harder to ignore. It was time to step up — and go toe to toe with the big guys.
Calm is the disruption.
In an industry built on stress, nobody was selling it.
Fiber. Mobile.And Caaaalm.
Brand Strategy & Positioning
A platform, not a logo
We built a full brand platform around a single insight: in an industry defined by stress, the most disruptive thing a telco could offer is calm. The result was "Fiber. Mobile. And Caaaalm." — and a 150-page brand book that gave the entire organization a shared language, direction, and rules to grow by.
150 pages,one shared language.
Visual Identity & Illustration System
A universe you can draw
We developed a visual universe built around illustration — warm, distinctive, and completely ownable. A modular system designed to work across every channel and format, from a village billboard to a national TV spot.
AI-Powered Scalability
We trained a model to draw like ADAMO
Most AI projects in branding are experiments — impressive to look at, difficult to sustain. This one was built to last. We trained a custom model on ADAMO's illustration style until it could generate new visuals with genuine brand consistency: the right character, the right feel, the right level of simplicity. Not generic AI output — illustrations that look like they belong to the brand.
Then we made it accessible.
Any member of the team can now generate on-brand visuals by simply describing a situation — no technical knowledge required. A grandmother on a bench in a village square. A surfer riding a wave-shaped mobile signal. Whatever the campaign needs, available in minutes.
Then we taught it to move.
The system has since expanded to include animation and 3D environments, turning a static illustration library into a fully dynamic creative toolkit. The kind of infrastructure that used to require a dedicated illustration studio — now built into the way the team works every day.
Result
A national TV campaignproduced in under20 days.
Hyper-local adaptations for villages across Spain, delivered in under a week. A challenger telco now operating with the creative infrastructure of a much larger brand — and a production model that's more efficient for everyone.
