Fernando brought clarity to a brief that had everything — history, emotion, strategy — and no clear direction. His work became the spine of two years of brand work.

He found a truth that was distinctly ours, not a copy of what other car brands do. It felt like Hyundai for the first time.

Working with Fernando meant the strategy was always one step ahead. He connects things others miss and turns them into a clear, compelling point of view.

The work captured something the club had always felt but never said out loud. A truth born inside, not invented from outside.

He didn't just build a brand framework. He built it in the shape of our brand — the way we think, question and move.

Fernando turned a positioning problem into an opportunity. He found a way to make Budweiser feel both serious about craft and never pretentious about it.