In this episode of the PHILSME Business Show podcast, CEO Trixie Abrenilla sat down with Ric Gindap, CEO, Creative Director, and Chief Strategist of Design For Tomorrow, to talk about what it really takes for brands to stand out. With clients spanning Manila to Melbourne to Munich, Gindap’s firm has become a global branding agency with Filipino roots — and a strong advocacy for SMEs.
“We have a soft spot for SMEs because the real joy, the real pleasure, and the real meaning happens when you’re working with somebody with great vision but don’t have access to amazing design,” Gindap shared.
Building Brands with Clarity
According to Gindap, many founders struggle with being misunderstood. They may have a clear vision in their heads but lose it in translation when working with consultants or even their own teams. That’s where Design For Tomorrow steps in.
“We’re not just designing. One of the greatest things that we do is to bring clarity into whatever project that we’re taking on,” he explained.
Instead of rushing into visuals, his team digs deep — asking why a brand exists, why people should care, and how to express its value in the most compelling way possible.
Why SMEs Benefit Most
SMEs, Gindap noted, often move faster than large corporations weighed down by layers of approval. This makes branding more decisive, more authentic, and ultimately more effective. His advice for entrepreneurs: be clear, be decisive, and stay rooted in your values.
The lesson is simple but powerful — clarity saves time, money, and stress. When founders know who they are and what they stand for, branding decisions become easier, and their story resonates more strongly with customers.
A Legacy of Authenticity
Gindap’s journey also offers inspiration. From starting Design For Tomorrow in a dusty garage with just ₱3,500 and two faulty laptops, he built an agency that now serves clients across Asia and Europe. Along the way, he learned one of his most important lessons: honesty.
“The greatest lesson is humility, but also the ability to be honest at all costs. We cannot change anything if we are in denial. So first you slap them, then you hug them.”
Past PHILSME Collaboration
Earlier this year, Design For Tomorrow partnered with PHILSME to provide a full premium branding program to one visionary SME: Touch of Green Manila. The initiative underscored their commitment to giving back by helping small businesses unlock their branding potential and compete on a bigger stage.
For Entrepreneurs Looking Ahead
Whether you’re running a small startup or scaling your business globally, Gindap’s message is clear: authenticity and clarity are the cornerstones of successful branding. Your brand should be more than just a logo — it should reflect who you are, what you stand for, and why people should care.Catch this inspiring conversation on the PHILSME Business Show podcast at philsme.com.
