At Bloom Consulting we specialise in the development and evaluation of Nation Brand and City Brand strategies for governments around the world. Headquartered in Madrid, Spain, we also operate from local offices in Portugal, France, Saudi Arabia, and the United Kingdom. Since 2003, we have worked with countries, regions, and cities across six continents, shaping their identities and driving long-term impact.
In this article, we invite you to explore the foundations of Bloom Consulting behind the scenes. From our core Central Idea to the brand behaviours that shape our daily work, we’ll examine the DNA of our company. What drives us? Where does our story begin? This is not just about what we do, but also why we do it.
Nation Branding: From Vision to Reality
It all started with one Central Idea, the driving force behind everything we do: enthusiasm. It’s the energy we bring to what we do, how we enjoy it, how we believe in it, how we talk about it, and how we empower people to make the most of their Country, Region, or City.
So, what does enthusiasm mean? The word originally entered the English language around the beginning of the 17th century. It was borrowed from the Greek enthousiasmos, which means “inspiration or possession by a god.” But how does this connect to Bloom Consulting? The idea to create the company wasn’t just a rational decision—it was driven by a force beyond logic, a passion that sparked something greater.
It can also be defined as “a feeling of energetic interest in a particular subject or activity and an eagerness to be involved in it.” Yet, for us, enthusiasm is more than just a word—it’s a mindset, an inner fire that fuels our people and our projects. It is the driving force behind every Nation or City Branding strategy we develop and every challenge we take on.
What We Stand For: The Brand Behaviours That Guide Us
At Bloom Consulting, our mission is to build and shape the industry and become the leading consultancy in Nation and City Branding as well as a reference in the sector, by providing sustainable and innovative solutions for long-term impact on Countries, Regions, and Cities, all while ensuring our team enjoys the journey.
This ambition is driven by four brand behaviours, the core values that define how we work. Rooted in the Central Idea of “enthusiasm,” we Invent, Believe, Care and Enjoy.
Enjoy – We do what we love, and we have fun doing it. Our drive comes from the history and traditions of every culture we work with.
Care – We take time to understand the places we work with and respect their cultural identity, creating strategies that make a real impact. We are authentic and human, and we value people’s lives.
Believe – We are passionate about our expertise and our clients’ aspirations, committing fully to every project’s potential.
Invent – We push boundaries with proprietary methodology, software and other tools, such as D2 Digital Demand ©, D2 Digital Supply ©, Bloom Consulting Country Brand Wheel ©, Bloom Consulting Taxonomy Model ©, and more.
The Story Behind Our Look
Drawing inspiration from the four brand behaviours of Bloom Consulting, our visual identity was brought to life in a way that truly reflects our essence. Invent, Believe, Care and Enjoy can be categorised into two concepts: rationality and passion. These two concepts were seamlessly translated into Bloom’s visual identity, where the grid symbolises rationality, and the handwriting reflects the feeling of passion.
Bloom Consulting’s visual identity hasn’t always been the same. Back in 2003, Bloom’s identity featured pink for audacity and enthusiasm, and black for professionalism. As the company grew up, so did its visual identity. Twenty years later, in November 2023, Bloom’s new visual identity was introduced: a new, darker purple, and a new, vibrant green. The bright green colour was inspired by Post-it, the tool that we use in every project.
Inside Bloom Consulting’s Office
Our brand behaviours are at the heart of everything we do. We find the perfect balance between fun and professionalism, cultivating a workstyle that is both approachable and efficient. We are always available to our clients, guiding them through every phase of the project with dedication and care. As a multicultural, experienced team, we never settle for mediocrity. Our passion for continuous learning informs our methodologies, driving the innovative spirit that shapes our approach to Nation and City Branding.
By infusing our work with enthusiasm, we don’t just complete projects; we create meaningful experiences, foster strong connections, and leave a lasting impact on their success.
Learn more about the people behind Bloom Consulting and what drives our passion every day.
Published on 07.05.2025.
