Five Pillars of Purposeful Collaboration

Written by: Emem Seno & Frances Enriquez
Posted on: Sept. 10,2025
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Collaboration means to co-labor—two or more minds and hands working together to create something greater than the sum of its parts.

Collaboration requires mutual understanding to create compelling brands and design systems. This is more than just verbal language but an understanding of how design is practiced in a design studio. And for us, this is how our core values guide us in responding to any design challenge that comes our way.

Our five core design values are the foundation of our studio, guiding every project to deliver meaningful impact. These pillars shape how we partner with clients, transforming ideas into brands and products that resonate deeply.

Culture Forward

Culture is a way of thinking; the value brings people together for a common interest.

Good design isn’t just implementation; it nurtures communities and celebrates the people behind the work.

This mindset taught us that it is always about people and building a community around the brand. By reflecting the audience’s culture in every touchpoint, we create brands that feel authentic and foster lasting loyalty. This sets the stage for designs that are clear and impactful.

Keep It Simple But Intricate

While culture connects us to people, simplicity ensures those connections are powerful yet accessible. Simple design communicates complex ideas with elegance, making the intricate feel instinctive.

We keep brands and designs simple by understanding personal, business, and market perspectives. By stepping into the audience’s shoes, we translate their needs and emotions into designs that are both approachable and profound, turning understanding into meaningful insight.

Relentless Optimism

From simplicity comes the freedom to dream big. An open, optimistic environment encourages our team to express their ideas without hesitation and allows others to build on them. This enables us to shift our focus from solution-focused creative thinking, creating a space for growth and innovation.

Our relentless optimism drives us to experiment with fresh ideas, creating a design system that’s both distinctive and effective. This creative space allows us to push past challenges, crafting brands that spark recognition and drive results through fearless positivity.

Always Be Learning

Optimism fuels experimentation, and learning keeps us sharp. We believe there is no such thing as “only one solution” to approach a design challenge but rather to find multiple solutions through experimentation. We challenge existing solutions by embracing uncertainty, using data and storytelling to uncover the best path forward for each design challenge.

This commitment to constant learning ensures we don’t settle for the “only way” but instead discover breakthrough solutions that elevate brands and inspire audiences.

Be Nice and Trust the Process

Learning thrives in a collaborative spirit, where kindness and openness amplify collective creativity. Our strength lies in blending diverse perspectives—from our team, our clients, and the everyday experiences that shape us.

Being able to build on the ideas together makes exponential work. And this is why we invite our clients to be part of the creative team, encouraging them to take imaginative leaps with us, working together to represent their brand or product best.

As individuals, we have our own principles and are limited to our perspectives and body of experience. But when collaborating, we can see from different directions at once.

Collaboration expands our view, turning individual ideas into infinite possibilities. Together, we craft brands that are authentic, impactful, and built to last.

Our five pillars are the foundation of The Backbone’s work. They guide us to co-labor with clients, crafting unique ideas, products, and design systems that inspire and endure. Ready to build a brand that matters? Join us, and let’s create something extraordinary together.

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Rooted in Tradition, Designed for the World: Cebu’s Branding Influence

Written by: Leu Manuel
Graphics by: Sophia Puerto
Posted on: July 29,2025
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International cultural acknowledgment, let alone a UNESCO designation, serves as a validation of cultural innovation and artistic excellence. Being recognized globally for a society’s resilient, sustainable and inclusive approach to creativity is an achievement that not many can attain (or even try so). When Cebu was designated as a Creative City of Design in 2019 and joined the prestigious UNESCO Creative Cities Network in 2023 – it set a precedent, inspiring communities to embrace their cultural identity and leverage it for global impact.

Long before the UNESCO spotlight, Cebu has been a dynamic center for craftsmanship, innovation, and cultural storytelling. Its rich cultural heritage and ability to blend tradition with modernity have somehow led to branding success stories that extend beyond its shores.

This seamless fusion of heritage and contemporary design is best exemplified by the province’s annual celebration of Sinulog, the longest-running festival in the Philippines, where ancient traditions are vibrantly reimagined for the modern-day society. It’s this very ability to breathe new life into tradition, while maintaining its core essence, that mirrors our approach to “co-creating impactful brands.”

Where culture inspires commerce

With a deeply rooted sense of identity and thoughtful design sensibility, branding and product design studios like The Backbone, collaborate with businesses to translate cultural narratives into distinctive brand experiences that resonate beyond regional boundaries.

Cebuano brands like Bez Acre and Hemera Spa Lounge illustrate this successful collaboration as both enterprises were semi-finalists for the ASEAN-Korea Excellent Design Award—an achievement that reflects the global appeal of Cebu’s design philosophy.

Bringing Cebu’s Creative DNA into a Brand’s Strategy

As Cebu’s design philosophy continues to evolve and become a source of inspiration for future generations, one thing remains true – no matter the season, Cebuano brands and Cebuano creative professionals prove that brands can remain deeply local while appealing to international markets. By embracing this unique creative DNA, brands are crafted in ways that are both authentic and universally resonant. Here are five considerations to achieve this:

1. Root Branding in Cultural Identity – Whether through storytelling, visual elements, or language, incorporating cultural authenticity strengthens brand narratives and builds trust.

2. Balance Aesthetic and Meaning – Design should go beyond aesthetics; it must communicate a brand’s deeper philosophy, values, and mission to create lasting connections.

3. Prioritize Experience and Emotion – Every brand touchpoint, from packaging to customer interaction, should evoke emotions and create meaningful experiences that leave an impression.

4. Infuse Storytelling with Strategy – Successful branding tells a story. Brands should weave their unique origins, values, and aspirations into their identity to create an emotional connection with their audience.

5. Adapt for a Global Audience While Staying Authentic – Cebu’s branding success demonstrates that a strong local identity doesn’t hinder global appeal. Instead, it enhances relatability and sets brands apart.

Ultimately, Cebu’s status as a UNESCO Creative City of Design serves as a reminder that impactful branding doesn’t rely on scale but on authenticity, craftsmanship, and cultural depth. Through projects like Bez Acre and Hemera Spa Lounge, we continue to champion Cebu’s creative DNA, proving that a well-crafted brand can leave a lasting mark—no matter its size and origin.