"While following various international brands from different segments, I was always attracted to seeing design as a way to add value to brand positioning. Pedro Franco helped us to see very clearly that design is a platform for capturing value in our chain. His broad knowledge about various production chains from other sectors made us think outside the box and discover new possibilities that could be implemented in our industry. The exercise of guiding us to look within our company and capture our essence was one of the most valuable experiences Pedro gave us."