Why branding is more than just a visual identity

Roberta Rechena is the founder and creative director of Core & Form™—a Dublin-based brand and web design studio with a global outlook and Portuguese roots. With over 18 years of experience across corporate, creative, and strategic fields, she brings a calm, thoughtful approach to every project—partnering with early-stage founders and scaling businesses to build brands that are deeply aligned, visually distinct, and ready for growth. Her journey into design began with a Bachelor’s Degree in Communications Design (2000–2005), followed by a Diploma in Digital Marketing (2019)—a combination that reflects the unique blend of strategic thinking and creative expression she brings to her work. Before founding her studio, Roberta worked in the IT and Pharma industries, where she developed the structured, people-focused mindset she now applies to her design process. In 2020, she launched Core & Form™ (formerly byRoberta) from a small corner of her living room—a bold leap from corporate into purpose-led design. Since then, she’s partnered with over 100 brands around the world, helping each one bridge the gap between what they stand for and how they show up. Her process is guided by the Core & Form™ method: • The Core is the brand’s foundation—its purpose, values, voice, and positioning. • The Form brings that to life—through identity, online presence, and cohesive design systems. By connecting the two, Roberta helps founders shape brands that resonate, differentiate, and endure. Her clients often say they feel seen, supported, and grounded throughout the process—not just handed visuals, but given clarity and confidence to move forward. Now working between studios in Dublin and Lisbon, Roberta continues to draw daily inspiration from the sea, nature, and stories of transformation. She believes design should reflect who you are, invite trust, and lead with purpose. Feel free to connect with Roberta on Linkedin https://www.linkedin.com/in/robertarechena/, Instagram https://instagram.com/designbyroberta and visit my website https://coreandformdesign.com