The TXM branding methodology is developed and applied in the context of the Laboratory for Orientation of the Organizational Genesis (LOGO) of the Federal University of Santa Catarina. The methodology considers the Creative Event as a crucial step in identifying the Brand DNA. This event consists in a meeting where stakeholders and opinion makers of the company along with member of the laboratory participate in activities that culminate in the detection of the Brandâs DNA in a co creative manner. This paper presents the project conducted with the company Wavetech as an example of the methodology application. It begins with a brief review of the theoretical concepts of branding and the basic foundations of the TXM branding methodology. Afterwards it presents the Creative Event of Wavetech and the resultant brandâs DNA.