Some brands make products. Others save lives. ITURRI belongs to the latter—those brands that, even if they go unnoticed, are everywhere. In every protective uniform, in every truck responding to an emergency, in every system that improves safety, protecting those who protect others. But even the brands that save lives need to pause, look inward, and rethink who they are. After decades of expansion and diversification, ITURRI had multiple business lines, global markets, growing proprietary brands, and an identity that no longer reflected all it had become. The company had grown, but the brand hadn’t grown with it. It was time to reconnect with its essence and project it into the future. That’s where our paths crossed—to bring clarity, to consolidate, to shape a brand as strong as its purpose. Because protecting also means knowing how to evolve.