the HARVEST Returns: Morillas Revives its Voice for a World in Flux
Progress has never been linear. It advances through uncertainty, through moments when the familiar no longer suffices and new questions demand to be asked. For Morillas, one of the world’s most respected branding consultancies, this understanding has shaped more than sixty years of work—and it lies at the heart of the HARVEST—the editorial platform the company now relaunches after a deliberate pause.
A New Chapter
The world of brands, business, and culture is moving faster than ever and the questions that matter are no longer about what is new, but why it matters, how it connects, and what it signals for today, and tomorrow.
That is precisely the terrain the HARVEST will explore.
With a legacy rooted in creativity, strategy, and transformation—and a lineage of leaders who have shaped not just design but discourse—Morillas inaugurates this next chapter.
A true pioneer, the company was founded in Barcelona in 1962 by Antoni Morillas at a time when branding as a strategic discipline barely existed in Spain. Design, then, was largely ornamental. Morillas’ conviction was quietly radical: that brands are systems of meaning, not merely surfaces.
That belief is in the firm’s DNA and has been passed down through generations, allied with the knowledge that to create something new, one must first respect the foundation upon which it is built. As Antoni Morillas encapsulated when he said:
“Quien no respeta el origen, no puede ser original.”
“Originality requires respect for the origin.”
His son Lluís Morillas, who took over leadership in the early 1980s, transformed the studio into a global consultancy by insisting that branding must think before it speaks. Under his stewardship, Morillas became known not just for visual excellence, but for intellectual rigour—helping organisations understand who they are before deciding how they appear. Perfectly stated in his quote:
“La marca no es un dibujo, es lo que tú piensas de ella.”
“The brand is not a logo. It’s what people think of it.”
Since 2016, Morillas has been led by the third generation CEO, Marc Morillas, who has scaled the firm into a 70-plus-strong team handling around 350 projects a year in more than 35 countries. Working with some of the world’s most influential institutions and brands, Marc’s leadership has been marked by expansion, consolidation, and a renewed emphasis on relevance in a rapidly shifting global context. Reflecting on the past, present, and future of Morillas, Marc says:
“Soñamos en grande cada día, y eso viene de mi abuelo. Queremos llevar nuestra visión al mundo. Cada época tuvo un plan ambicioso: los pioneros explicaban qué era el diseño cuando ni existía, la segunda generación apostó por convertir el estudio en empresa de branding y packaging, y ahora seguimos ese camino difícil, el que requiere más esfuerzo pero da más visión.”
“We dream big every day, and that comes from my grandfather. We want to bring our vision to the world. Each era had an ambitious plan: the pioneers explained what design was when it didn’t even exist, the second generation opted to turn the studio into a branding and packaging company, and now we continue down that difficult path, the one that requires more effort but gives more vision.”
It is from this mindset that the HARVEST was created.
A Space to Think — Not to React
First launched shortly before the global pandemic, the HARVEST was conceived not as a magazine in the conventional sense, but as a centre of inquiry. Each edition would take a single theme and explore it through multiple lenses — cultural, economic, technological, and human.
The launch edition focused on luxury, at a moment when the category was undergoing profound change. As material excess gave way to experience, meaning, and responsibility, the HARVEST examined how definitions of value were evolving and what that meant for brands operating at the higher end of the market.
The launch was met with widespread recognition and was shortlisted for a World Brand Design Award. Then, like so much else at the time, it was put on hold.
The pandemic reshaped priorities. Morillas expanded, opening new offices across Latin America. Attention turned, necessarily, to the urgent. the HARVEST was placed on the back burner—not abandoned, just waiting for the right moment to return.
Why Now Matters
The world that the HARVEST re-enters is more complex, more fragmented, and arguably more volatile than the one it left. Technology accelerates faster than culture can absorb. Consumers shift allegiances with unprecedented speed. Institutions are questioned, authority is unstable, and brands are increasingly expected to take positions—ethically, socially, and politically.
In this context, reaction is easy. Reflection is rare.
Morillas believes that leadership today requires the ability to slow down intellectually, even as everything else speeds up. the HARVEST exists to serve that need: not to predict the future, but to examine the forces shaping it and to challenge assumptions before they harden into dogma.
This is not content for content’s sake. It is thinking as infrastructure.
Editorial Direction
Steering this new chapter of the HARVEST is Editorial Director, Nick Rice.
With more than 25 years of experience across journalism, publishing, and strategic communications, Nick brings an alliance of editorial discipline and creative fluency. His career spans ten countries and a wide range of contexts—from reporting on humanitarian crises and ghostwriting for heads of state to interviewing global cultural figures and shaping narratives for international brands.
He has worked as a magazine editor, contract publisher, features writer, and creative director, and is trusted for his ability to clarify complex ideas, sharpen brand narratives, and connect meaningfully with diverse audiences. His editorial commitment is to an evolving conversation that is grounded in curiosity and respect.
the HARVEST is a continuation of a philosophy that has guided Morillas across three generations: that brands must understand the world they operate in before attempting to influence it.
In an age dominated by immediacy, Morillas is choosing to invest in depth.
To ask better questions.
To listen to more voices.
To think beyond the present moment.
The seed was planted decades ago.
Now, once again, it is time to HARVEST.
