design is polarising. not only in style, but in ways of doing business. the big companies are getting bigger, and have taken on the corporate culture of their clients – the language, the mentality and even the suits. at the same time, another phenomenon has taken place in design. this is a smaller, quieter phenomenon, and its impact is only just starting to be felt. this is where santamaria fits in. companies like Santamaria have intentionally stayed independent so that they can focus on giving a personal and innovative approach to design. these companies are often founded by people who are not driven by business but by the challenge of constantly pushing the boundaries. they are companies which are willing to defy convention in order to solve clients’ problems. their language is of imagination, innovation, creativity and passion. but while Santamaria is part of this phenomenon, in terms of location, specialisms and business relations, it is also in a world of its own. for a start it has three centres: the London base is run by husband-and-wife team Laura and Damian, with his brothers Fabio in milan and Felipe in madrid. each studio, which was set up in the 1990s, has specific strengths – identity and branding in the uk, product design in italy, fashion and architecture in spain. and as italian-argentines who trained in buenos aires, they bring fresh ideas to european design, rather than being immersed in its cultural heritage. they are able to experience and interpret cultural and social mores across the continent. Santamaria has the issue of identity at its heart. it is their belief in the strength of identity – however it is manifested – that underlies the Santamaria ideal. their driving force is to discover and express the essence of each project’s uniqueness. this book is a profound exploration of the meaning of identity. while offering no formulaic solutions, it gives an original perspective on the relationship between personal and corporate identity. at a time when individuals as well as organisations are questioning their existence and place in the world, Santamaria finds that the issues around personal identity are closely related to the issues that define a corporate brand. for Santamaria believe that identity runs deeper than a company manual. its cultural and consumer impact is more personal than that. and this is true, as well, of their own approach. the strength of their identity is forged through the collective force of these designers as individuals. prepare to be stimulated.