As one of 12 FASHIONPhilippines designers at Milan Fashion Week, Jerome brings a 15-piece collection and a meditation on how language, material, and memory can be stitched into something at once subversive and soulful to Fondazione Sozzani.

This showcase is part of the FASHIONPhilippines Milan Mentorship Program. A project by Department of Trade and Industry – Center for International Trade Expositions and Missions (CITEM) collaboration with the Philippine Fashion Coalition, DOST PTRI, and Lit.fashion Consultancy, created to elevate Filipino talent on the international stage.

The story doesn’t end in Milan: these collections will return home to Manila FAME 2025 at the World Trade Center Philippines this October, a reminder that what we present to the world must also enrich our own ground.
Design For Tomorrow was asked to write the curator’s notes for Alembong, and lay out the collection’s accompanying literature. It was a privilege and a provocation to help frame Jerome’s vision at this milestone moment for Philippine design.

Alembong

Alembong. A word that, in its modern aftertaste, carries the sly curl of a lip: flirt, coquette, frivolous. Historically and anthropologically, before the weight of colonization and the catechism of virtue, it was something else: a shimmer in the air, the sparkle of a young Filipina’s wit, the quicksilver daring of laughter that refuses to bow. Alembong was ebullience itself, a feminine street-smartness that brightened the barangay.

The Spaniards, with their saints and sermons, found this sparkle too ungovernable. Under the gaze of Catholic morality, alembong was demoted to vice, its playful energy pressed into silence. Yet listen closely to the folk songs: Sitsiritsit with its teasing cadences, Paru-parong Bukid winging through fields, the lilting grace of Cariñosa, the unruly laughter of Waray-Waray, and the spirit persists. Each melody is a secret insurgency, an echo of alembong’s original freedom.

Jerome Lorico seizes this paradox. His Alembong Collection does not trade in coyness, but in reclamation. The garments, spun from piña, silk, cotton, and hybrid fibres, drape and unravel like wind skimming skin, never erotic for its own sake, but alive with ease, fire, and awakening. Like the tapis of old, they suggest both modesty and abandon, discipline and spontaneity.

In Milan, Alembong arrives not as nostalgia but as provocation: the lost feminine energy restored, the barrio lass and the city girl merged, water and fire in one body. What the Church once sought to tame, fashion here sets free.

Ric Gindap is the creative and strategy director of Design For Tomorrow, a top branding, strategy, and design agency based in Manila, Philippines. DFT is also registered in Singapore and collaborates with clients from Manila to Melbourne and Munich. Diverse projects have been completed from Bangkok to Berlin, and he has recently completed brand programs in Tokyo, Vienna, and Copenhagen.

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We’re witnessing a high-stakes transformation. Brands that fail to evolve risk lagging in this dash for advancement. Clean energy isn’t the future; it’s the current reality. It’s competitive, clean, and, for non-competitive brands, unforgiving. Companies that don’t sharpen their identity and amplify their impact risk being left in the dark.

Innovate or Disappear: The Clean Energy Branding Battle

The past five years have been a battleground for renewable energy branding. Powerhouses are making billion-dollar moves—driving energy transition at an unprecedented scale. Our new reality is anchored on the premise that sustainability is the industry’s new baseline.

Even non-energy brands are adapting. For example, Nestlé shifted to 100% renewable power as part of its long-term strategy, and ENGIE has implemented significant transitions with smart cooling solutions. These examples underscore a seismic shift: the clean energy revolution is now mainstream, declaring a clear message—embrace change or risk irrelevance.

From Chaos to Clarity: Branding in the Energy Sector

Companies face critical choices as decarbonization, digital transformation, and decentralization reshape the power industry. A strong brand strategy is necessary for energy companies in this “evolve or vanish” game. Effective branding cuts through complexity, giving clean energy companies a competitive advantage. It builds trust with stakeholders, attracts investors, and transforms technical innovation into compelling narratives that drive global impact.

At Design For Tomorrow (DFT), we’ve helped power companies turn their brand identity into an advantageous asset. We’ve proven that timeless aesthetics and strategic storytelling craft influence, leadership, and continuing relevance in an ever-shifting power sector.

CASE STUDY: ACEN – From Power Player to Global Clean Energy Brand

In 2017, AC Energy (now ACEN) was on the brink of transformation, with a global expansion underway. AC Energy boldly ventured into multiplying acquisitions and a fearless push toward renewable energy solutions. The brand needed more than a refresh—it needed clarity, cohesion, and cultural alignment.

1. UNIFYING CULTURE & STRATEGY

With acquisitions across Southeast Asia, AC Energy faced a branding crossroads: How to unify multiple entities under one compelling sustainability brand? DFT worked with leadership to craft “The AC Energy Way”, a shared vision that aligned teams, streamlined messaging, and established a clear sustainability communication strategy.

2. BRAND ARCHITECTURE & POSITIONING

We developed a brand hierarchy that clarified the relationship between conventional and renewable power generation—ensuring a strategic, investor-friendly structure.

3. VISUAL IDENTITY & ESG INTEGRATION

While the AC Energy logo remained untouched, we expanded the brand’s identity system—introducing bold typography, color palettes, and dynamic visuals inspired by geothermal, solar, wind, and thermal energy.

4. BRAND IMMERSION & ENVIRONMENTAL DESIGN

We integrated sustainability branding principles into physical spaces—partnering with interior designers to create wayfinding graphics, digital displays, and corporate storytelling installations that reinforced AC Energy’s mission at every touchpoint.

5. A BOLD, UNIFIED BRAND

Our work resulted in a future-proof, investor-ready energy brand that propelled AC Energy’s rise as a global renewable leader, securing strategic partnerships and investment growth.

Branding Solar, Smart Grids, and Sustainable Transport

Design For Tomorrow channeled learnings with AC Energy into more energy, power, and sustainability projects that transform the direction of brands and their underpinning sustainable goals. Since delivering ACEN’s transformation, we’ve partnered with solar providers, energy tech startups, and smart infrastructure firms to build brands that reflect their mission and market leadership.

Bulacansol Solar Energy

Built a solar energy brand that champions sustainability and community impact, positioning Bulacansol as a leader in clean power solutions.

SHIN CLARK

Developed a sustainability-focused brand for a Filipino-Japanese energy partnership, uniting two cultures through a shared vision of innovation and reliability.

MPOWER

Crafted a bold energy rebrand for one of the Philippines’ leading power providers, positioning it for national expansion.

Vantage Energy

Transformed a renewable energy consulting firm into a top-tier energy solutions provider with a strategic brand refresh.

MOVEM

Launched a sustainable transport brand, redefining mobility through clean energy innovations.

Each of these brands now lead the conversation in energy transition, ESG impact, and sustainability innovation, proving that branding is an essential tool for articulating visions and manifesting ways to lead the future.

The Bottom Line: Why Branding Matters in Energy & Sustainability

Given the urgency of the energy transition, today’s clean energy landscape is more competitive than ever. Companies must do more to innovate, inspire, engage, and lead.

As one of the top branding agencies for renewable energy companies, DFT crafts strategic, investor-ready brands that compete and, in some instances, dominate.

Want to lead the clean energy revolution?

Message us and let’s build a brand that fuels impact, investment, and industry leadership.

Kickstart a potential branding collaboration today. The future of energy won’t wait.

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Last April 2025, Design For Tomorrow (DFT) partnered with the Ateneo Collegiate Society of Advertising (CoSA) to take part in their flagship project, Ad Expo. This annual program offers Ateneo students firsthand insights into the dynamics and work culture in the advertising industry through brand-led experiences, agency activations, and career opportunities. This year’s edition was themed Ad to Cart, and with our participation, we aimed to offer a unique perspective, emphasizing the crucial role that branding plays in the industry. 

We participated in the on-campus booth fair for two consecutive days, offering inquisitive students an inside look at our agency’s work and role in the creative industry. We showcased some of our works and opened internship opportunities for students aspiring to gain hands-on experience in the creative industry. We also plugged our sister company, Spruce Gallery, a third-space shop and art gallery in Ortigas that houses independent magazines. 

Honored to Inspire the Next Wave

Our engagement extended to the talk series, where DFT’s Creative Director and Chief Strategist, Ric Gindap, delivered a keynote on navigating the creative process of campaigns. Our talk explored how innovative strategies can amplify a brand’s market presence, illustrated by case studies from our work with luxury property, The Velaris Residences, and five-star event and entertaining brand, Marquis. Among the other guest speakers were Dennis Austriaco, Head of Nescafé, who discussed creating an authentic brand identity that fosters lasting customer loyalty, and Juliana Denise, a marketing strategist and entrepreneur, who shared strategies on positioning products as must-have items. 

We are honored and grateful for the cherished opportunity to play a meaningful role in crafting an inspiring journey for the next generation of aspiring creative, advertising, and branding professionals.

We are currently accepting internship applications. If you are interested in working with DFT, visit our careers page for more details or send your CV and portfolio to bl@designfortomorrow.co.

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Pacita Abad was a storyteller, a traveler, and an innovator. Born into a political family in 1946, her artistic journey was prompted when she moved abroad, initially intending to pursue graduate studies in the field of law. Shortly after, she took up Asian History in San Francisco, exposing herself to the 1970s robust art scene. She has traveled extensively, setting in motion a lifetime of exploration, frequently revisiting her homeland and residing in various locations around the world. Needless to say, her peripatetic lifestyle shaped her perspective, infusing cultures and social consciousness into every piece she created.

Weaving Culture into Canvas

Abad was an avid collector—not just of experiences, but of materials and traditions. The fabrics and weaving techniques she encountered through her transglobal ventures inspired the creation of the trapunto painting, a process that involves layering, stitching, stuffing, and sewing fabric into canvas. Crafting an art that was not just seen but felt—vibrant, tactile, and deeply expressive. Through color, texture, and intricate patterns, she transformed personal and collective narratives into something tangible, giving voice to the places and people that shaped her journey.

A Vivid Sense of Identity

As a reflection of both her personal and global consciousness, Abad’s works centered around various themes relating to sociopolitical commentary, cultural celebration, and abstract exploration. Her art carried the weight of history and the urgency of the present, capturing stories of resilience, displacement, and celebration. Whether evoking political demonstrations, migration from the purview of an immigrant, or other nuances of society’s disenfranchised including indigenous and tribal identities, her artistry is an expression of experiences across communities, economies, and histories—probing into unchartered reflections with a sense of global identity.

An Enduring Legacy

Pacita Abad passed away in 2004, but the ripples of her legacy endures. Beyond exhibitions that celebrate her extensive oeuvre and significant contributions to contemporary art, her imprint persists to resonate even beyond the confines of the art community. She is revered for her role as a trailblazer for female artists and for her innovative commitment to illustrating cultural perspectives through dynamic visual storytelling.

As creative professionals, we draw parallelisms from Abad’s art and visions. At DFT, we believe that great design is nestled in great inspiration. Our global footprint and wealth of experience serve as powerful catalysts that amplify us to uniquely express the visions of our collaborators. We accentuate the nuanced and bring in novel perspectives—ultimately crafting compelling and meaningful stories for the brands we articulate.

Visit the Pacita Abad: Philippine Painter exhibition on the 3rd Floor of the Metropolitan Museum of Manila until March 30, 2025.

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Why Branding Is The Shorthand of An Entrepreneur’s Story

On Friday, 22nd of November 2024, the entire SMX Convention Center Manila was filled with an estimated 120 exhibitors, 180 business solutions, and attendees reaching more than 17,000 within a 2-day event. Thirty keynote speakers shared their experience, passion, and most of all, hard-earned wisdom in running their own businesses. ‘Entrepreneurship is not for the faint of heart,’ my great friend and colleague Ric Gindap opens the series of talks with an audience who understood in the bosom of their existence what daily bravery means to one who has decided to run a business, and decides for that entity every day, come what may.

My father, called Ave by the whole town and people who loved him dearly, was a serial entrepreneur in the food business (despite later being beleaguered by serious illnesses). Going into business was a primal reaction to losing a job at the factory when my siblings and I were in high school.

Primal reaction is what’s elicited when humans are tested for survival. The word ‘serial’ gets a bad rep in modern times, but for an entrepreneur, ‘serial’ amounts to an incredible amount of courage to start right from the beginning, often with nothing, and to surmount desperations (but also celebrate wins) that words fall short for.

On stage heralding the entire 15ᵗʰ Philippine SME Business Expo is a lady named Trixie Esguerra-Abrenilla, whose beloved husband David Abrenilla, PhilSME’s former CEO and biggest advocate, had passed on in 2023. Trixie ‘inherited’ what now goes beyond an advocacy and has become a singular lifeblood for SMEs. What amount of bravery would Trixie have to summon, not just during events like these, but in daily life, I wondered. Entrepreneurship consists of constant restarts.

Once in 2022, for World Entrepreneurship Day, I penned lines which Ric had then asked Homonym (another entrepreneurial company who works with the science of music) to weave some melody into. Each line in that poetry was a vignette of the seasonality of emotions that accompany an entrepreneur’s life. ‘You’re the first in the office, because you never left,’ was enough reminder from Ric on the dire hole entrepreneurs have excavated for ourselves – from which we manage to come up for an air of fulfillment every now and then. And everyone can use a whole lot of help, starting with being seen and heard, as an entrepreneur and as a brand.

Creativity gives us hope. One of the many tools of the entrepreneur is branding, and an indispensable one at that.

The genesis of branding dates to 2700 BC among ancient Egyptians when livestock were branded because there was no way of identifying them should one landlord’s sheep or cattle cross the land of another. Branding was about ownership, identity, and even a magic spell that protected animals from harm.

Then and now, in a thousand-year span, branding still does its magic. It’s still an owner’s most prominent asset which holds his intentions, his vision, his hopes and dreams, and his potential to be valuable.

At Design For Tomorrow, branding is the ultimate shorthand of your story. And one, that at all costs, entrepreneurs must be proud of. We must commit our own stories to memory.

‘Branding pervades almost everything these days,’ Ric says, extending from popularly known global enterprises present in our daily consumption to business startups in all industries to countries to politics to superheroes to individual celebrities and influencers, human and non-human.

Think for a moment about the sea of brands: who or what actually gets your share of significance? A few might. But also, many won’t.

Two bags, same size, same shape, same type of material. One is US$18 and the other is US$18 million. While there are intrinsic differences in quality and provenance, the value perception is as large as the Pacific Ocean. And the pride in ownership, as vast.

One bread, one story. The humble pan de coco is one of the most loved local breads in the Philippines. It’s my favorite. When travelling out of town, it’s one of those treats I joyfully look for, because when it’s made good, it is good. It’s flour-full, coconut meat-loaded, and sugar-drenched.

Filipinos love it because it’s delicious, filling, affordable, and easy to find in hometown panaderias.

The owner of COCOPAN approached Ric one day, and said, ‘We know that you’re doing premium branding, but think of a call center, a single mother, somebody who will rush in the morning and plow through the day with nothing but a single pan de coco as their fuel.’

At that very moment, the humble pan de coco was a piece of bread no more, it was fuel for humans who need to go through the lengths of everyday work, with nothing much in their pockets and stomachs. COCOPAN, the courage to continue. It is one among numerous unique stories we love to tell.

There’s a semi-question that Ric has forever etched in my mind: ‘Imagine what we can do, if we were less afraid?’ And we both ponder on it endlessly. Every entrepreneurial and every worthy human story is a narrative of being less afraid. DFT has become a keeper of stories, and a shaper of identities. We differentiate, elevate, captivate. A huge amount of technicality goes with the work, yet the real human work belongs to an entrepreneur.

Our little team spent a bit of time at the DFT booth especially designed to welcome visitor inquiries and for them to drop entries to win a DFT branding service package (or for the introverts, allow one to grab a brochure unnoticed). It was the quintessential un-booth. No official facades, multiple entrances, Swiss-Japanese inspired open seating, real breathing plants, and only a big signage of a thought to take home: ‘Welcome to a partnership where your dream takes center stage.’ And on that day, there were nearly 20,000 dreamers and 20,000 storytellers, discovering their share of significance.

Pris Santos is Director of Strategy and Head of Copy for Design For Tomorrow, working closely with CEO & Founder Ric Gindap and the team in developing communication strategies and crafting brand narratives.

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