Brands are more than just logos, slogans or packages. Brands convey values. Brands reflect our wishes, dreams and desires. In brands, we identify properties and expectations that we link with ourselves. Brands shape our everyday lives, control our behaviour and influence our opinions. The image that we have of a brand is not created by accident. It is the result of a targeted, integrated process of branding, design and communication. The international branding and advertising agency RED stands for this process.