THE IDENTITY FIELD TM.
Moving people and spaces into what´s next.
I work with people, brands and spaces in moments of change – developing the concept, character and visual world for what they are becoming.
PEOPLE – BRANDS — SPACES
BRINGING CHARACTER TO LIFE.
Identity is more than a visual appearance. It is what gives a person, a brand or a space its distinct character.
I bring together identity, concept, colour, form, atmosphere and visual expression to create worlds that feel individual, coherent and alive. My work moves between strategic thinking and creative intuition – from finding the direction to giving it a visible form.
Identity is a field, not a label. The IDENTITY FIELD (TM) is my method for exploring what is already there, what is changing and what wants to emerge next.
It looks at identity as a whole — history, character, values, vision, environment, perception and potential.
Depending on the project, I combine strategic thinking, observation, visual intelligence, intuitive perception and creative direction.
The process moves through five interconnected stages:
CLARIFY
See what matters.
Understanding the current situation, history, character, needs and potential.
ALIGN
Find the direction.
Defining what belongs, what no longer does and where the next development can lead.
EMBODY
Make it your own.
Creating coherence between identity, intention and experience.
EXPRESS
Give it a form.
Translating identity into language, colour, material, image, space and visual expression.
MOVE
Bring it into what is next.
Turning clarity and concept into tangible decisions, actions and change.
PEOPLE
IDENTITY WORK FOR CHANGE & POSITIONING
For people entering a new chapter, repositioning themselves or seeking greater clarity about their direction.
Together, we look at where you are, what defines you and what you want to move towards — not to create a new persona, but to recognise your own character and give it a clear, credible expression in life, work or business.
Identity Work · Positioning · Change · Personal Direction · Creative Mentoring
POSSIBLE OUTCOMES
Personal positioning
New direction
Professional or creative repositioning
Vision and next steps
Visual and personal expression
Identity-to-Business development
Identity-to-Brand development
BRANDS
FROM CHARACTER TO A DISTINCTIVE WORLD
For brands that need greater clarity, character or coherence.
I develop brand identities by understanding their history, beliefs, values, audience and ambition, then translating them into a distinctive world. Positioning, language, colour, typography, imagery and experience are developed together so the brand becomes recognisable, meaningful and alive.
WHAT I DO
Brand concept
Positioning
Brand strategy
Naming
Logo design
Colour worlds
Typography
Visual language
Editorial and print design
Website direction
Presentations
Campaign concepts
Art direction
Brand environments
SPACES
SPACE AS IDENTITY
For homes, hospitality, retail and cultural spaces that need to express more than a predetermined style.
I develop interior concepts by bringing architecture, function, colour, material, furniture, light, art and atmosphere into one living system. The result is a space with its own presence — coherent, individual and able to evolve over time.
WHAT I DO
Interior concepts
Spatial identity
Colour concepts
Material direction
Furniture selection & curation
Custom elements
Styling
Art integration
Signage & graphics
Retail & window concepts
Hospitality concepts
Guest and customer experience
INTERIOR CONCEPT / CORPORATE DESIGN
BLUE LEMON
ART
ART IN GOOD COMPANY
Art is part of my creative practice and often part of the spaces and worlds I develop.
My work moves between painting, drawing, graphic expression and site-specific ideas, exploring what happens when art enters into dialogue with architecture, furniture, colour, objects and the people around it.
Art does not have to exist separately from life. It can become part of it.
Original Works · Works on Paper · Art for Spaces · Commissions · Curated Projects
HOME DESIGN / ART
OFFICE DESIGN
RECONSTRUCTION / INTERIOR
EXPERIENCES
IDENTITY IN MOTION
Some questions need more than a conversation.
I create workshops and intensive formats for individuals, founders, teams and small groups who want to explore identity, positioning and change through a creative process.
Depending on the format, these experiences can combine identity work, visual thinking, space, body, voice and creative expression.
FORMATS
Identity to Brand
From personal or business identity to positioning, concept and visual direction.
Identity to Business
For people developing or repositioning a business around their strengths, character and vision.
Identity Intensives
Focused one-to-one sessions for change, positioning and clarity.
Workshops & Retreats
Creative group formats combining identity, expression, space and experience.
Available in Mallorca and selected international locations
SELECTED WORK
PEOPLE · BRANDS · SPACES · ART
My work crosses disciplines because identity does not stop at the edge of a logo, a room or a person.
Selected projects include brand identities, corporate design, interiors, hospitality concepts, campaigns, film, editorial design, art and cultural projects.
BRAND & VISUAL WORLDS
Logos & Visual Identities, Brand Concepts, Positioning, Editorial & Print, Web Direction, Campaigns
Hospitality, Retail, Private Homes, Office & Corporate Spaces, Interior Atmospheres, Art & Furniture Integration
CREATIVE DIRECTION
Concept Development, Art Direction, Campaigns, Film, Photography, Visual Storytelling
ART & SPECIAL PROJECTS
Original Artworks, Art for Spaces, Installations, Cultural Projects, Collaborations
ABOUT
INSA GONZÁLEZ
Designer. Creative thinker. Founder of The Identity Field™.
My background is in visual communication, with a foundation in typography, graphic design, photography, film and printmaking.
After studying visual communication, I worked as an Art Director and Creative Director for international agencies, developing brands, campaigns and visual concepts across different markets and cultures.
Over the years, my work expanded beyond traditional graphic design.
I became increasingly interested in the relationship between people, identity and their surroundings — and in how colour, space, objects, language and visual expression can change the way we see ourselves and the world around us.
Today, I work across people, brands and spaces.
I connect strategic thinking with visual intelligence, intuition and decades of creative experience to develop individual concepts rather than applying a predefined style.
The Identity Field™ grew out of this way of working.
It is both a method and a perspective: understanding identity as something dynamic — shaped by where we come from, where we are and where we are going.
My role is to recognise the character within that field and give it direction, expression and form.
Bringing character to life.
WORK WITH ME
WHAT’S NEXT?
A new direction.
A brand that needs more character.
A space that no longer reflects who you are.
A project that is still looking for its form.
This is where we can start.
Identity Work · Brand Worlds · Interior Concepts · Art
Mallorca · Germany · International
CREATIVE DIRECTION / FILM
CAMPAIGN FILMS
ART DIRECTION
MOTION WORK
Transformational Experiences
For individuals, founders, and small groups who want to explore identity in a deeper, embodied, and creative way.
Together with INN*ERA, I co-create immersive formats where identity is not only discussed, but experienced through body, voice, space, creativity, and connection.
These workshops combine inner work with outer expression — helping participants gain clarity, release blocks, and step into a new version of themselves or their vision.
FORMATS
- Identity to Brand Workshops
- Space & Energy Workshops
- Voice & Expression Sessions
- Sound & Somatic Experiences
- Women’s Circles
- Founder Intensives
- Retreats
- Private Group Experiences
WHAT PARTICIPANTS RECIEVE
- Deeper self-awareness
- Clearer identity and direction
- Embodied confidence
- Creative activation
- Connection and inspiration
- Tangible next steps for life, brand, or space
Formats available in Mallorca and selected international locations.