Ten years building Soluble

"For me, Soluble is home." With this phrase, Ismael Barros, CEO and cofounder of Soluble, sums up a decade of work at the studio: a project that started as a natural continuation of two freelance careers and that, ten years later, stands on a very concrete way of understanding brand, clients, and the company itself.

In this 10-question interview marking Soluble's 10 years, Ismael shares 10 truths about the journey: the first rebranding that put them on the map, the almost accidental origin of the name, long-term relationships with clients like RatedPower, and the projects they still can't talk about.

He also discusses what usually stays out of anniversary narratives: the possibility of closing, the temptation to sell, the difficulty of redesigning your own brand, and the uncertainty of imagining the next ten years. A conversation about how to build a company with longevity without ceasing to ask yourself what's worth keeping.

Q. What was Soluble's first project?

Soluble started as a continuation of the freelance careers of my former partner Laurent and myself. So identifying the first project is tricky. But the first rebranding we did as such was the one that put us on the ecosystem's map: Ontruck.

On the other hand, the first invoice we issued was in May 2016, ten years ago, for Tappx. I'm pleased to say they're still active today and healthier than ever.

Q. Where does the name Soluble come from?

The official story goes that it's a name that has served us well and whose meaning has evolved as Soluble's own nature has evolved. Right now, I think the most powerful meaning is that part about dissolving into our clients' teams. We really do dissolve into their realities.

I especially like the Spanish definition according to the RAE. Because, on one hand it talks about something that can be dissolved, which is what we all know —and it's the one that carries over into English—. But, on the other hand, it also says that Soluble is that which can be resolved. And that works really well for what we do.

Going back to the real story, it started around 2011, when Laurent and I were looking for a name for the projects we were doing together. We were studying architecture and we lived more at night than during the day. I'm not sure if it was lack of money, though it was definitely lack of taste, but we used a lot of instant coffee. And the nights were "knife and fork" cafés as we used to say. Plus, Soluble was a word spelled the same way in English, Spanish, and French.

The initial meaning doesn't have as much fantasy or substance as what we've gradually built up since then. I think it's a good example of how naming conventions are born and develop once you choose them. The company's own nature gradually gives it meaning. And what started as an inside joke is, today, a name that brings us a lot of joy.

Q. Which client have you been working with the longest?

I'd say RatedPower. That has a lot to do with our dear Eva Cabanach and Emilio García: we've known each other for many years. And with RatedPower we've been working since 2020.

We've done projects of all kinds: we started with things more or less small-scale, with iterations of their website. We've also supported them in many initiatives they've carried out. I'd say the most significant moment was the rebranding we did after the acquisition by Enverus, because they trusted us to design the integration of RatedPower's brand within the American group.

We worked with both the Spanish team and the buying team. And today we continue doing projects on an annual basis. With the website, with Pulse, which is their annual event. Hopefully there will be many more years of working together.

Q. What project haven't you been able to talk about?

We haven't been able to count several. In the end, counting projects is something that requires client approval. And perhaps the one that hurts me most not being able to count, though I admit I don't give up, I think at some point we'll be able to tell that story. It was a multi-year project, relatively recent. Probably the project with the most impact by geography and time horizon. Related to education at an international level. And behind it were the most influential people and companies you could think of. And that's all I can say.

Q. What's Soluble's average ticket size?

It's complicated to give a figure because there's been a lot of evolution in pricing over these years. And in the scope of the projects. Still, as of today the range is too wide for it to be relevant to give an average ticket figure. But we could say that the average for a project that kicks off a client relationship is probably between 40,000 and 60,000 euros. Though it's true that the relationships we build with our clients are long-term and that means that number ends up growing.

Q. Have you considered shutting down Soluble?

Not today. When I've entertained that option, the short answer is "yes." I think any entrepreneur has considered it at some point. During one period it was something that terrified me, it was an option I didn't even dare look in the eye.

It was not long ago when I dared to really consider it, as a real option that was on the table. I think that's where things that truly matter and are worth it happen: when you dare to look the option you like least in the eye. And from there decide not to shut down and keep going. I consider it healthy to know that option is there and feel that you're choosing not to take it.

Q. Are you considering selling Soluble today?

Not as of today. It's never been an option that particularly appealed to me. There was a time when I thought it was, and working with the goal of selling Soluble didn't fulfill me at all.

To me, Soluble is home. It's where the things we want to happen actually happen. It's evidently a business project, it's not a flat-out "no" to selling, but it's not the engine of what we do. Nor is it something we actively pursue. If I ever considered selling, it wouldn't be at any price, or to just any buyer. I think preserving what we've built is fundamental. Beyond that, it's simply not the kind of business born to be sold.

So too many things would have to align at once for it to be a realistic option.

Q. Who would you hire to do Soluble's next rebranding?

That's a tough one. I've always thought it's something really complex. In fact, with the rebranding we did in 2021, we kind of went off on a tangent by bringing in outside people to do it from within. Because doing it internally, I think, is very difficult—if not impossible. And outsourcing it comes with conflicts of interest and dynamics that sometimes I think could muddy a process like that.

These days, I'm very clear on what Soluble is and what it needs to be. That's why I'd feel less afraid to outsource a rebranding. And I'd go somewhere to enjoy it. For instance, I'd work with Koto. With some of the big agencies, studios, or consultancies we admire internationally.

Q. When did you realize Soluble was going to turn 10?

The day before. Not really. Same as with closing or selling. It's not something I keep in mind, it's not even a goal. For me, the fact that we've been around for 10 years is a consequence of wanting to be where we want to be doing what we want to do. That said, when I became aware of what I wanted to do and embraced the reality of Soluble, I knew this was a project with legs.

Q. Where do you imagine Soluble in another 10 years?

I find this incredibly hard to predict, because it was already difficult before. And maybe the first 10 years have been fairly predictable. With everything happening in the market, in the sector, at a technological and social level, it's impossible for me to sense where this will be in 10 years.

What I'd like is for Soluble to keep existing. For the brand to stay alive. For it to keep helping other brands achieve their goals. And whether that's independently or as part of something bigger, that something bigger should be very aligned with what Soluble is today.