In this project, the biggest challenge was the need for adaptability and working within the parameters of pre-existing identity, such as the architecture itself. Torre Avancer, an iconic and contemporary building situated in Mexico, was designed by Estudio Macías Peredo a renowned architectural firm.
The aim was to design a minimalist brand that accurately reflected the essence of the iconic building. We wanted to ensure that the brand identity was understated yet striking enough to accentuate the architectural details, without overshadowing them.
In collaboration with Elipsis Arquitectos, we designed a graphic identity that cleverly incorporates and plays off the materials utilized in the construction of the building. The signage system we created seamlessly blends in with the overall structure, giving the impression that it is an inherent component of the building.