Selected work ↓
Studio Lore (2020) is a creative studio in Amsterdam of artists and writers from traditional and non-traditional narrative backgrounds. We created a conceptual brand identity based on a contemporary and bold aesthetic, reflecting Studio Lore’s reputation for storytelling and cultural provocations.
“Lore” is the exchange of universal and easy to share stories, myths, and legends through word of mouth. The implicit concept of orality in this word was our jumping-off point to work on the graphic representation of the spoken word and its oral transmission. We took the phonetic language, a universal system that opens language up to everyone, as our visual and written tool. We used the International Phonetic Alphabet to form the foundation of this dynamic typographic identity that mixes characters with phonetic symbols. We worked with Sharp Type developing a bespoke 53 characters phonetic alphabet applied across the identity system, giving Studio Lore a distinct visual profile and voice in the creative industry.
Also, we integrated fire through photography inspired by the fact that ever since humans discovered fire, we’ve gathered around flames to tell stories. The role of Studio Lore is ignite modern-day campfires, and stoke conversation with stories that transcend culture.
Agency: Studio Lore
Photographers: Bart Oomes / Jonathan Krijgsman / Douglas Guillot / Matthew Thorne
Typography: Sharp Type / Dinamo
Coder: Arturo Castillo Delgado
Role: Lead art direction & design
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adidas SolarDrive (2019) is a day-to-day running shoe for the vast majority of runners. A balanced and complete shoe that covers comfort, cushioning, stability, and durability. Exploring the concept of “perfect balance" we created an installation that places SolarDrive in a delicately poised physical sculpture with arms holding objects visually representing the balancing act between the four core product attributes.
In addition to the installation, we created a modular visual identity inspired in the design grids that convey the sense of precision and visible process. The graphic system works as a flexible container for product, running photography and messaging. The whole visual world resulted in a suite of easy-to-adapt creative assets ready for simple localization across all adidas’ markets.
Strategy: Brand Articulations
Agency: Studio Lore
Director & 3D artist: Diego Diapolo
Photographer: Ben Clement
Production company: 24 Productions
Role: Lead art direction and design
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adidas UB19 (2019) is the new adidas’ premier high performance running shoe. We looked beyond the category norms of crisp graphics and sharp photography to create a global campaign branding that would convey the UB19’s performance credentials in a unique and novel way. We turned to the adidas design team’s creative process and workshop for inspiration. And we found plenty.
The idea was to decode the design process and show the tireless thinking and creative experimentation that went into the product creation. Taking our inspiration from the materials, textures, and readymade methods of the design team, we created a visual language layered with imperfections, distortions and charm, that was applied across print, digital, film and experiential settings to present this high performance running shoe, appealing to real runners in an authentic and human way.
POSTERS & GIF
Strategy: Brand Articulations
Agency: Studio Lore
Photographer: Bart Oomes
Production company: Witman Kleipool
FILMS CO-CREATION AND LIMITED DROPS
Strategy: Brand Articulations
Agency: Studio Lore
Director: Ryan Staake
Production company: Pomp&Clout & AprilMay
FILM TRAILER
Strategy: Brand Articulations
Agency: Studio Lore
Director: Daniel Kaufman
Production company: Somesuch + Anonymus
INSTALLATION
Agency: Aimko Paris
Role: Lead art direction and design
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adidas Run For The Oceans (2019) is a global movement that harnesses the power of running to raise awareness of the threat of marine plastic pollution and inspire positive action. For every 1 km run, adidas donates $1 to the Parley Ocean School to educate the next generation of ocean activists. The massive campaign ends in three running events hosted in New York City, Barcelona, and Shanghai on World Ocean Day.
To promote the 2019 event and recruit the next generation of activists, we created a visual identity injecting some urgency around the issue. To represent the collective voice of activists, we developed a typographic repetition system combined with plastic-wrapped textures, confronting the audience with the plastic pollution problem in a real and tangible way but in the same conversation giving them a path to activism - through running.
Strategy: Brand Articulations
Agency: Studio Lore
Production company: Whale
Photographer: Ben Clement
Filmmaker: Nathan Ceddia
Illustrator: Eze Matteo
FILM
Strategy: Brand Articulations
Agency: Studio Lore
Production company: Bullion Productions
Director: James Willis
Role: Lead art direction and design
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Arturo Castillo Delgado (2019) is an experienced web developer based in the countryside between Barcelona and the Pyrenees. His work combines a love for good design and a deep understanding of front-end languages and technologies. His main objective is to make the web a better place; faster, beautiful and accessible.
We designed an austere, not pretentious and typographic ID and website that conveys the sensible, refined and conceptual work that Arturo make in every project he tackles.
Coder: Arturo Castillo Delgado
http://arturu.com
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Periferia (2018) is a music and art experience festival that takes place on a small island outside the City of Buenos Aires. “Periferia” (English: outskirts) is an open concept that depends on the viewpoint of the individual. We decided to tackle this concept not only from the geographic point of view but also from the experiential perspective. The outskirts can be collective, another town, country or continent, but it can also represent the expansion of our personal boundaries and experiences.
To express this idea, we constructed a modular brand identity system playing with the morphology of the island and a dynamic liquid grid coming from the waves patterns of the river, where constant change and transformation reflected the nature of people's individual experience of the festival. The shifting visual expression lives together with a bold typographic set and a wide color palette inspired directly from the different sky shades and island landscapes.
Photographers: Manuela Aguilar & Jens Johnsson.
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Manager Capitalista (2018) is an indie-rock Argentinean band part of the new generation of independent artists who are constantly reinventing the ways to show their music and are fighting hard for a place in the industry. Defined by DIY culture and the punk attitude, they are challenging the music establishment, proving that is possible to be self-managed and take control of art, although the dinosaurs of the music industry hate it.
From that background, we developed a visual ID and album art cover for the band, adopting ironically the visual language and communication style from the old and powerful record label corporations from the ’70s. Also, we presented the album wrapped and labeled, to convey the idea of the fast, massive and superficial music consume of nowadays; an album as another easy and disposable product in the supermarket.
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Supernova & Luca's Demon (2018) are the new beers cooked by Kerze - The Brewing Family. Again, we had the opportunity to be involved in the conceptual thinking and design execution of this two labels directly inspired from 2001: A Space Odyssey, NASA, supernatural fiction books, Gestalt and Rorschach tests. Two new and bold members for the big Kerze family.
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©Drug-dealers Ads (2017) is a reactive idea to the intense and constant insistence of drug-dealers to sell substances to anyone in some Lisbon’s neighbourhoods. Walking on the street and not being disturbed by these guys is a big challenge, avoiding them almost impossible.
We decided to design a series of drug-dealer flyers and spread them all over the city. The main objective was to reduce the unwanted harassment by changing the verbal communication channel to a more visual and graphic one, adopting in each piece the persuasion expressions that these dealers use everyday.
* We are not friends of drug-dealers. We don't work for drug-dealers. We are not drug-dealers. Just sometimes we buy to drug-dealers.
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Kerze-The Brewing Family (2017) is a micro-brewery formed by a big brewing family located in San Luis, Argentina. Since 2010 they have kept the same passion for the beer world and a strong obsession for quality itself.
We developed a new branding and visual identity that reflects the traditional craft beer culture and values, but also the playful and "out of the box" personality of the owners.
Besides, we thought of and designed seven different labels inspired directly and conceptually on the own name of each taste of beer they have. The idea was to focus and provide each beer with their own universe and personality, always under the main brand umbrella. In this way, we achieved a conceptual, visually attractive and collectible series of labels for all the craft beer lovers.
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Obra Architects (2017) is an award-winning architecture studio based at New York and Seoul. The strong philosophy and the thoughtful and conceptual work process of the studio were the main challenges we had to face in order to think, design and develop a digital platform that reflected and expressed the essence of Obra; intellect, honesty, originality and vast career.
After a year of an exhaustive creative process with many discussions and explorations, we built a simple, bold and not-over-designed platform that emphasizes and represents the indifferent attitude of the studio to conventions and establishment.
http://obraarchitects.com
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Oncar® (2017) is a Fiat official dealer based at Córdoba, Argentina, for wich we developed the new branding and visual identity. In this project we worked with the ON concept; the idea was to build a brand that reflected dynamism and invited to be on the move, "turn on" life and start driving to new and unknown experiences.
The brand design has a perfect, fluid and friendly relation with the main car brand but simultaneously, it is solid enough and has a strong personality to live and work individually.
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Ascensores (2017) is a conceptual musical project leaded by Juan Pablo Lisi, a young Argentinian producer. The particular sounds of his music are the result of an experimental mixture between analog components, home-made digital samples and environmental recordings from different urban scenarios, all looping together in the same frequency.
Ascensores 017 -25:57 is a lo-fi record adapted to a live format that combines more than 2 years of studio sessions, live recordings and other miscellany. From here, we translate all this universe of loops and hypnotizing sounds through a simple visual system using repetition as the main resource.
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Monet—Urban (2017) is a bike brand based at Lisbon, that connects city life with wellness and nature. It suggests getting back to cycling and, as a result, living in a new simpler and more chilled way.
In this project, we developed a new, fresh, digital and young branding and visual identity that expresses and represents the main concept of the brand: connection. Bikes connect us with ourselves, with communities or with the world wonders. Also, we designed the website for Monet－Urban, being this the main selling channel and a relevant platform to build the bridge between users and the brand.
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©The Trash Book (2016) is an editorial project that reflects our "not so clean" way to explore cities and try to understand their communities, with all their complexities and different manners of living within their own areas. The book looks to open a dialogue and be an x-ray of the idiosyncrasies of different societies around the world.
We have a wishlist of cities that we would love to visit, walk and pick up some nasty garbage from their streets. As any idea, we need funds to carry out our plan. So, we are looking for crowdfunding's support to try and spread the idea and get enough to fund and produce the rest of the books we have in mind.
New York is the project´s first victim. While living there, we collected newyorkers garbage from different neighborhoods in Manhattan, Brooklyn, Queens and The Bronx. The book was made and bound exclusively with waste material found on the streets. ©The Trash Book of New York is a tour through different cultures, American consumerism and capitalism all living together in the most cosmopolitan city of the world.
Photographer: Fernanda Scarafia
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©Bocas Sucias (2016)
Thousand Posters / Thousand Interpretations
"Expressions are loaded with the meaning from the context in which they are immersed. Who say them and who receive them are the ones responsible for their intention and interpretation".
From that, we made a series of posters with expressions taken from the street as experimentation support and there were released to different people belonging to different sectors in society.
Photographer: Nicolas Gloazzo
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Baldio (2013)
(ES) Baldío. n. Urban land without building, plot.
This definition was the trigger to think and develop the concept, naming, branding and visual identity of this young architecture studio based at Córdoba, Argentina. We reinterpreted the meaning of the word as a blank canvas full of opportunities and challenges, the first step in a new creative process and the possibility to think and build something unique and inhabitable.
The main request was moving away from the traditional way of communication architecture studios used. So, we built a clean, modern and simple visual system that was translated into different kinds of applications using hatch patterns and grids as main design resources.
Project developed in co-creation with Fernanda Scarafía and Maia Bunge
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Corazonada SB (2013) is an apparel store based at Güemes, the coolest neighbourhood in the city of Córdoba, Argentina. This project is headed by Sergio Barrionuevo a "politically incorrect" fashion curator with a huge passion for diversity, individuality and freedom of expression.
We developed a simple and versatile all-type logo, along with a neutral typeface that blends with any photographers vision for brand campaigns and it fits perfectly to different types of applications.
Project developed in co-creation with Fernanda Scarafía and Maia Bunge
Photographers: Santiago Chichoni & Ezequiel Exstein
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