Sanmiguel

What Sanmiguel does

SANMIGUEL is a privately held, founder-led strategy and design agency headquartered in Munich, Germany, with a secondary regional office in Quito, Ecuador. Founded in 2008 by Hans A. Sanmiguel and Manuela Albu Sanmiguel, both serving as Co-Founders and Strategy Directors, the firm specializes in brand strategy, visual identity, UX/UI design, and digital brand experiences for B2B companies — primarily B2B SaaS, industrial/manufacturing, FinTech, and mid-market Mittelstand clients across DACH and selected international markets. Its hero offering is BURN Position®, a registered, proprietary 4-week brand positioning methodology (Brave, Unique, Ready, Nice) that integrates purpose, brand character, and user experience into a structured framework, and around which the agency's other service lines — Markenstrategie (strategy), Markendesign (design), Markeninteraktion (interaction/UX), and Naming — are organized.

The agency operates on a project-based professional services model, generating revenue through one-time project fees and likely retainer engagements for ongoing brand management, with pricing handled individually via a free initial consultation rather than published rate cards. Go-to-market is boutique-consultative: direct website inquiry, referrals from long-term client partners, and a deliberate inbound content engine that includes the BRANDIDOS podcast, gated playbooks and whitepapers, a monthly newsletter, and a portfolio of award-credentialed case studies (German Brand Award 2024/2025, German Design Award 2024, Awwwards). Named clients span enterprise (Miele, PPRO, ORGADATA, zvoove, HATZ Motorenfabrik), mid-market (K4D), startup (TAXDOO, YEARS, Atamya, Fortytools, Rebike), and government (SESAM, FWU) segments, with selectively distributed project work extending into automotive (BMW, Mercedes-Benz EQC) via a partnership with PHASE4.

The firm has 11–50 employees, no external funding, no parent company, and no disclosed revenue. Its strategic posture in the available data is one of selective growth: investing in content marketing, expanding geographically into LATAM, and productizing its methodology, while maintaining a deliberately small boutique footprint centered on senior founder involvement.

Name

Sanmiguel

Legal name

Sanmiguel

Website

https://sanmiguel.io

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Sanmiguel is a Munich-based, founder-led boutique branding and design agency serving B2B SaaS, industrial, and mid-market clients with proprietary brand positioning (BURN Position®), visual identity, and UX/UI services.

Ownership category

akta.pro rank

Product category

Brand Strategy and Design Services

NAICS

Graphic Design Services (541430), Advertising Agencies (541810)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

Keywords

• Brand strategy services
• UX and UI design
• Corporate branding
• Brand positioning
• Digital brand experience

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Brand Strategy & Consulting Services: SANMIGUEL generates revenue through project-based professional services including brand strategy consulting, BURN Position® workshops, brand design, naming, UX/UI design, and digital brand experiences. Revenue is earned through one-time project fees and likely retainer engagements for ongoing brand management.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Sanmiguel is a boutique strategic branding and design agency that helps B2B companies develop clear market positioning, visual identities, and digital brand experiences. Core offerings include its proprietary BURN Position® methodology, brand strategy consulting, corporate design, naming, and UX/UI design services for websites and digital products. The agency operates from Munich, Germany and Quito, Ecuador, serving mid-market and enterprise clients.

Product overview

Sanmiguel is a strategic brand agency offering a unified suite of brand development services centered around its proprietary BURN Position® methodology. The core offerings consist of Brand Strategy, Brand Design, and Brand Interaction (UX/UI) services, complemented by specialized Naming Services. The agency also provides downloadable resources including the B2B Positioning Playbook, ICP Playbook, and strategic whitepapers. A content platform, BRANDIDOS Podcast, offers thought leadership on brand building. Sanmiguel operates primarily as a services company rather than a software product company.

Differentiator

Problem solved

Functional benefit

Brands

• BURN Position®: Strategic brand positioning methodology for B2B companies that brings brands to the point in 4 weeks

Products and services

• BURN Position®

Quantifiable outcome

• 30% shorter sales cycles for a B2B SaaS client after implementing brand positioning
• +5 more outcomes

Named customers20 records

Segments8 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• PHASE4 (for BMW and Mercedes-Benz projects)minorStrategic or Co-development PartnerSANMIGUEL partnered with PHASE4 to develop concept and design of modular microsites for BMW — for the Car Configurator and new model presentations — to create emotional and brand-appropriate digital buying experiences. Also collaborated with PHASE4 on Mercedes-Benz EQC launch gamified co-creation campaign.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Serviceplan Group: Munich-headquartered Serviceplan is Europe's largest independent agency group, offering brand strategy, design, digital, and media services under one roof — a broad incumbent competing for the same DACH enterprise brand budgets as Sanmiguel but at much larger scale.
• MetaDesign: MetaDesign (Berlin/Vegmont) is one of Germany's largest brand consultancies with deep heritage in corporate identity and brand systems — a broader incumbent that competes for the same enterprise brand strategy budgets as Sanmiguel but at significantly larger scale and with a wider service portfolio.
• Jung von Matt: Jung von Matt is one of Europe's largest independent creative agency groups with deep German roots — a broad incumbent that includes brand strategy and design capabilities but competes across advertising, digital, and communications rather than specialising in B2B brand positioning like Sanmiguel.

Direct peers

• denkwerk: Cologne-based denkwerk is a digital agency that combines brand strategy, UX/UI design, and digital product work — comparable to Sanmiguel in delivering integrated brand + digital experiences for B2B and enterprise clients in Germany.
• Kolle Rebbe: Kolle Rebbe is a Hamburg-based creative and brand agency combining strategy, design, and digital — comparable to Sanmiguel in offering integrated brand and UX services to DACH B2B and consumer clients.
• Strichpunkt: Stuttgart-based Strichpunkt is a German brand and corporate design agency that combines brand strategy, visual identity, and digital design — overlapping directly with Sanmiguel's core offerings for B2B and enterprise clients in DACH.
• Scholz & Volkmer: Scholz & Volkmer is a Wiesbaden-based digital and brand agency providing brand strategy, design, and digital product/UX services — overlapping significantly with Sanmiguel's BURN Position®-anchored positioning-and-execution model for B2B clients.
• Loved: Loved is a Hamburg-based digital brand and design agency that integrates brand strategy, identity, and digital product design — directly comparable to Sanmiguel's boutique B2B brand + UX/UI service mix.
• KMS Team: Munich-headquartered KMS Team is a brand consultancy and design agency focused on corporate brand strategy, identity systems, and brand management — a same-city, same-segment direct peer to Sanmiguel for B2B enterprise brand engagements.
• Mutabor Design: Mutabor is a Hamburg-based strategic brand and design agency serving DACH enterprise clients across B2B and consumer brands — closely comparable to Sanmiguel's boutique model and brand strategy + design + UX/UI service mix. Both compete for the same German mid-market and enterprise brand consulting engagements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@el_brandido
• Facebookfacebook.com/SanmiguelStrategicDesignAgency
• LinkedInlinkedin.com/company/sanmiguel-digital-brand

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sanmiguel