Creative, strategic, and purpose-driven, Isabel Entrecanales is the founder of Gataspardas, a creative consulting firm specializing in building brands with relevance, consistency, and impact. She combines strategy, narrative, and growth to accompany brands through authentic transformation processes.
GatasPardas was born with a vision to help brands build with purpose.
What inspired you to create your own creative consultancy?
“It was something very organic, honestly. Two years ago I began working with some fashion brands, joining their teams to bring that external perspective that is sometimes missing when you’re deep in the day-to-day. I realized I could help them better focus their campaigns, connect in a more strategic way and above all, find that positioning that truly differentiated them.
What motivates me most is seeing how ideas become something real and tangible, watching a brand gain relevance in a market that’s ultra-saturated. It’s not just about doing powerful campaigns — it’s about achieving that the brand connects and stands out.
My partner and I worked together at Carolina Herrera and when we reunited, both of us were doing exactly the same on our own. It was like a very clear sign — we had to join forces and create something together. And so GatasPardas was born, very naturally, because we were already doing what we are passionate about, only now we do it better together.”
What is the first thing you look for when you face a new project?
“The first thing we look for is the heartbeat of each brand. We dive in deeply to rescue its essence and give it the presence and relevance it needs. We work in duo, follow our instinct, and we obsess over understanding what makes that brand unique. That is our approach: find the heartbeat, amplify it with strategy, and transform it into something that generates real conversation.”
At GatasPardas you develop 360º strategies, campaigns and brand repositioning. What does a brand need today to be relevant?
“The fundamental thing is to have a coherent message that gives you credibility — you can’t say you are sustainable and then contradict yourself in your actions. You can’t speak of craftsmanship and produce en masse. Coherence is what builds trust. And above all, you need a real purpose that guides everything. Without purpose, creativity is just noise. With purpose, it is transformation.
You also need a powerful story that springs from the brand’s real values. Storytelling is the most powerful tool you have to emotionally connect with your audience, but it only works if it's authentic.”
What inspires you outside of work?
“Everything, literally everything. I believe that when you work in this you can’t completely disconnect — a conversation with friends, a series on Netflix can give me a visual reference or a book can completely change my perspective on a project.
Social networks too. Instagram especially is an endless source of inspiration, from discovering emerging artists to seeing how small brands are revolutionising communication. It’s an amazing tool if you know how to use it well, if you curate your feed and follow the right accounts. In the end, inspiration is everywhere.”
How important are shoes in your day to day?
“I love walking everywhere in Madrid so I totally prioritise comfort. Cayumas has it all — they are comfortable and beautiful. It’s hard finding that perfect balance.”
What role does craftsmanship play in your day-to-day?
“Just as I preach coherence for brands, I apply it to myself, I prioritise things made slowly, with care and consciousness. I pay a lot of attention to the origin of what I consume, from food to beauty products or fashion brands. The handmade guarantees me that slow, conscious process which I value so much. It’s the antithesis of fast-fashion and mass production. When something is made by hand, there’s a story, there’s time invested, there’s respect for the process.”
What place in the world would you like to explore wearing your friulane?
“Any place in the world accompanied by my three children whom I adore so much and by my husband.”
