IFEMA
IFEMA Madrid is the largest exhibition center in Spain, welcoming millions of visitors each year.
Given this scale, we synthesized its architectural complexity into an interactive 3D environment. A web tool that makes technical information fully accessible, allowing organizers to explore the facilities and download technical floor plans.
WEB PLANOS
Y VISUALIZACIÓN 3D
FADETA
Comprehensive redesign to strengthen territorial cohesion.
We developed a new corporate identity supported by original illustration and photography, distilling the geography of the Tajo–Tajuña region into a geometric and structural visual language.
The project comes to life through a dual digital ecosystem: a corporate site focused on institutional communication, and an immersive tourism portal designed to highlight the region’s heritage and natural landscape.
Corporate website
TOURISM WEBSITE
AYTO. GUADALAJARA
🏆
INDIGO DESIGN AWARDS 2026
Bronze winner in the BRANDING category for non-profit organizations.
After centuries of Guadalajara using various unofficial versions of its coat of arms, we digitized the most widely recognized depiction to formalize it. Additionally, we developed a brandmark (isotype) that synthesizes its historical significance: the legend of the conquest of Guadalajara.
We thus established the digitized heraldic shield and the imagotype as the distinctive marks of the city and the City Council, respectively.
The project began with an extensive study of the shield’s history and the city’s sociological context. These findings were synthesized into a comprehensive visual system that constitutes the new brand identity.
RESEARCH
History and sociological context
We analyzed the legend of the conquest of Guadalajara (June 24, 1085) and the evolution of the heraldic shield, consulting historiographical sources and collaborating with local experts: archaeologist Ildefonso Ramírez and historian Ángel Mejía.
The design criteria integrated the idiosyncrasies of Guadalajara’s citizens. Our research concluded that there is a strong emotional bond with the heraldic shield and a widespread pragmatic character—a preference for the certainty of the explicit over the ambiguity of abstraction.
This analysis established the project’s axiom: the new visual identity had to avoid codes unrelated to the legend of Guadalajara, representing it in a manner more consistent with the city’s contemporary reality.
In doing so, we perpetuate and dignify the symbols that the community has embraced throughout the centuries.
LOGOTYPE
The legend of Guadalajara through three questions
We synthesized the shield into a contemporary, monochromatic brandmark based on the legend of the city’s conquest:
“Under the starry night of St. John in 1085, the knight Álvar Fáñez de Minaya employed a cunning strategy: shoeing his troops’ horses backward to mislead the enemy. They successfully infiltrated the area near the tower that now bears his name, remaining hidden until dawn to take the city once it was left unprotected.”
To translate this narrative into design, we established three fundamental coordinates: Who, Where, and When.
We utilized authentic local references:
- The Knight: The bust profile from his monument at Paseo de las Cruces.
- The Gatehouse: The silhouette of the Álvar Fáñez Gatehouse.
- The Sky: The Big Dipper constellation, widely recognized and representative of summer nights in the city.
LOGOTYPE
The legend of Guadalajara through three questions
We synthesized the shield into a contemporary, monochromatic brandmark based on the legend of the city’s conquest:
“Under the starry night of St. John in 1085, the knight Álvar Fáñez de Minaya employed a cunning strategy: shoeing his troops’ horses backward to mislead the enemy. They successfully infiltrated the area near the tower that now bears his name, remaining hidden until dawn to take the city once it was left unprotected.”
To translate this narrative into design, we established three fundamental coordinates: Who, Where, and When.
We utilized authentic local references:
- The Knight: The bust profile from his monument at Paseo de las Cruces.
- The Gatehouse: The silhouette of the Álvar Fáñez Gatehouse.
- The Sky: The Big Dipper constellation, widely recognized and representative of summer nights in the city.
STRUCTURE AND COMPOSITION
To convey solidity, stability, and institutional trust, we implemented two compositional strategies:
- Geometric Balance: The gatehouse’s silhouette was derived from low-angle photography (ground level). This causes the wall lines to converge upward, creating a stable, near-triangular shape.
- Baseline: The composition rests on an invisible horizontal baseline supporting the tower, the knight, and the typography. To maintain this stability, the lowercase “j” was modified, shortened, and raised.
Regarding color, influenced by the city’s historical purple, we selected a reddish-purple (Pantone 242 C) that conveys rigor and stability. This shade also reconnects with the historical roots of ancient Castilian banners, which were predominantly red and turned purple over time due to the aging of the pigment.
VISUAL SYSTEM
City, architecture, and territory
We developed a Guadalajara skyline that balances singular buildings, local topography, residential areas, and the city’s high density of green spaces through the integration of trees.
This graphic system has been implemented across the municipal cleaning fleet, public buildings, and digital platforms.
Private Sector Adoption: Local television uses it as a backdrop for the program “La tarde con Cristina,” and the city’s largest construction firm (Hercesa) has integrated it into promotional materials for a major urban development.
As graphic ornaments, we geometrically synthesized icons of the city and the Alcarria region:
- The diamond-point rustication of the Infantado Palace represented by a rhombus.
- The Mendoza family heritage is represented by the flower motif found in buildings designed by Alonso de Covarrubias.
- The beekeeping tradition is represented by a hexagon.
VISUAL SYSTEM
City, architecture, and territory
We developed a Guadalajara skyline that balances singular buildings, local topography, residential areas, and the city’s high density of green spaces through the integration of trees.
This graphic system has been implemented across the municipal cleaning fleet, public buildings, and digital platforms.
Private Sector Adoption: Local television uses it as a backdrop for the program “La tarde con Cristina,” and the city’s largest construction firm (Hercesa) has integrated it into promotional materials for a major urban development.
As graphic ornaments, we geometrically synthesized icons of the city and the Alcarria region:
- The diamond-point rustication of the Infantado Palace represented by a rhombus.
- The Mendoza family heritage is represented by the flower motif found in buildings designed by Alonso de Covarrubias.
- The beekeeping tradition is represented by a hexagon.
HERALDIC SHIELD
Updating and digitizing a centennial emblem
Given the existence of multiple unofficial versions of the shield, we vectorized the most common representation, applying the following technical adjustments:
- The bust of Álvar Fáñez now aligns with the sculpture at Paseo de las Cruces.
- Proportions between the knight and the horse were balanced.
- While maintaining the knight’s authority, the stance was shifted from a bellicose to a peaceful one, reflecting two realities: the strategic nature of the 1085 conquest and the current peaceful coexistence of its citizens.
- Perspective was perfected by calculating vanishing points.
- The crown and heraldic scroll were redrawn for symmetry.
HERALDIC SHIELD
Updating and digitizing a centennial emblem
Given the existence of multiple unofficial versions of the shield, we vectorized the most common representation, applying the following technical adjustments:
- The bust of Álvar Fáñez now aligns with the sculpture at Paseo de las Cruces.
- Proportions between the knight and the horse were balanced.
- While maintaining the knight’s authority, the stance was shifted from a bellicose to a peaceful one, reflecting two realities: the strategic nature of the 1085 conquest and the current peaceful coexistence of its citizens.
- Perspective was perfected by calculating vanishing points.
- The crown and heraldic scroll were redrawn for symmetry.
PRESENTATION AND LAUNCH
The new corporate identity was unveiled during an official presentation to institutions and the media on June 24, 2021—coinciding exactly with the anniversary of the conquest legend. The event was held at the Huerta de San Antonio Park, adjacent to the Álvar Fáñez Gatehouse.
The launch featured a three-dimensional reproduction of the new brandmark, physically embodying the brand’s transition into its new era.
CONSOLIDATION AND VALIDITY
2021-2026
Five years after its implementation, the seamless adoption of the visual system by both the institution and the public validates a design rooted in historical rigor and local identity.
Its structural conception ensures a timeless quality, recently recognized with a Bronze at the 2026 Indigo Design Awards; an accolade that confirms its aesthetic relevance according to contemporary international standards.
CONSOLIDATION AND VALIDITY
(2021-2026)
Five years after its implementation, the seamless adoption of the visual system by both the institution and the public validates a design rooted in historical rigor and local identity.
Its structural conception ensures a timeless quality, recently recognized with a Bronze at the 2026 Indigo Design Awards; an accolade that confirms its aesthetic relevance according to contemporary international standards.
ALCARRIA
NATURA
Brand Identity Direction and Execution for Alcarria Natura, lavender growers and distillers. Our objective: to transform a local business into a structured, scalable brand.
Through a comprehensive redesign of their identity, packaging, and visual strategy, we have supported the brand during its physical expansion and the exponential growth of its e-commerce performance, consolidating its nationwide presence.
LOGO
BOTANICAL SYNTHESIS: THE LAVENDER CALYX AS THE MINIMAL UNIT
The visual system is derived from the morphological synthesis of the lavender flower and the representation of the calyx—the biological capsule that contains the essential oil.
From this unit, we developed a parameterized isotype. Its exterior curvature is not arbitrary; it is governed by a sequence of tangent circles whose dimensions correspond to the golden ratio. A mathematical abstraction that captures the botanical essence with technical rigor.
MODULAR SYSTEM AND CATEGORIZATION
The base isotype functions as a living module that structures the entire product architecture, facilitating visual identification:
Lavender Line
The module is repeated three times along the vertical axis, replicating the original flower spike. It is applied to amber glass for essential oils and white packaging for derived products.
Lavandin line
A structural adaptation to botanically differentiate hybrids (Abrial, Super, and Grosso). We reduced the height to two levels and expanded the base to four calyces, utilizing blue glass for immediate categorization.
Aroma Brihuega
We elevated the visual system by rotating the module in four directions to form a rosette with a central cross. This identity dresses a complex fragrance developed exclusively for Alcarria Natura, merging botany with the local history of the town of Brihuega, wrapped in a deep blue palette, gold foil stamping, and a geometric mesh.
Jabón de Brihuega
A sub-brand focused on traditional hand soap production using artisanal techniques. The logo coexists with honest kraft paper packaging, wrapped in a dark label that enhances readability and accentuates contrast.
SIXT
RENT A CAR
Since 2022, we have been collaborating with Sixt’s rollout design department in Spain, assisting in the planning process for renovations across their customer service branches, both nationwide and internationally.
Working in close coordination and under their direct supervision, we apply their precise corporate identity guidelines to define and illustrate architectural rollout proposals. The service is structured into two main areas:
- Planimetric Development: Production of the required planimetry for the company’s internal communication, as well as for submissions to regulatory bodies and infrastructure authorities (AENA, ADIF, and local administrations).
- 3D Visualization: Creation of 3D renderings to visually validate proposals prior to execution, also serving as supporting material for managing entities.
ARLEQUIN
PAPERSTORE
Arlequín Paperstore es una tienda dedicada a la papelería artesanal y personalizada para celebraciones (álbumes, libros de firmas, invitaciones y detalles).
Tras diseñar su imagen corporativa, desarrollamos su plataforma e-commerce con el objetivo de trasladar su catálogo a un entorno web funcional, centrado en la usabilidad y el rendimiento técnico. El trabajo se estructuró en tres áreas:
- Arquitectura de catálogo: Categorización de las distintas familias de artículos para facilitar la navegación y agilizar la búsqueda del usuario.
- Diseño UX/UI: Creación de una interfaz limpia y neutra que elimina elementos innecesarios para ceder el protagonismo visual al producto.
- Proceso de compra: Desarrollo de un embudo de ventas directo y adaptado a dispositivos móviles para facilitar la transacción.
eCommerce
arlequin paperstore
AUTOESCUELA
SAN CRISTÓBAL
To reflect the evolution of San Cristóbal Guadalajara after nearly 50 years of history, we completely overhauled their corporate identity and digital presence.
We applied a geometric synthesis to their historical logo—a steering wheel featuring three equidistant spokes and repeated concentric circles—transforming it into a clean, conceptual icon. Additionally, to inject personality and humanize their communication, we developed a custom illustration system.
This new visual narrative converges on their digital platform. In synergy with JST Design studio, we structured their extensive service catalog into a clear, accessible website, where the branding and illustrations seamlessly integrate to guide the user.
SAN CRISTÓBAL web site
+ branding
+ ilustration
Guadalajara
Green
Since 2018, we have acted as Guadalajara Green’s outsourced design department. The project began with the development of their comprehensive corporate identity – a design that remains fully effective and relevant eight years later.
Throughout this period, we have developed and applied their brand across the following areas:
- Digital Ecosystem: Design and development of their web platform, iterating from an initial version to the current digital environment.
- Audiovisual Production: Photography features and video shoots for their various communication channels.
- Commercial Strategy: Service catalog design and ad campaign management across both physical media and digital platforms (Meta Ads).
GUADALAJARA GREEN
CORPORATE
WEBSITE
LA VUELTA 2019
Communication Campaign for the Guadalajara City Council.
Guadalajara served as a stage finish for La Vuelta a España in 2019. An event of this scale transformed part of the city into a festival, altering its urban pulse (traffic closures, transit detours, access routes). We developed a comprehensive communication campaign to inform and prepare the public.We created a custom
illustration system to unify all communication channels, a video for municipal digital media, and a radio spot for local stations. The centerpiece of the campaign was a dedicated web portal, featuring an interactive map where citizens could explore scheduled activities and track real-time traffic disruptions.
Official web portal for public information
Mentorías
juveniles
Production of a series of audiovisual pieces for ACCEM’s “Juvenile Mentoring” program, aimed at raising visibility for this initiative—which connects youth at risk of social exclusion with adults serving as positive role models—and encouraging participation.
To optimize the naturalness of the message when working with non-professional participants, we structured the production into three phases:
- Research and Scriptwriting: Gathering real testimonies from the participants to craft concise scripts that synthesize the experiences and perspectives of both parties.
- Shooting Strategy: To eliminate the pressure of speaking directly to the camera, the audio and visual capture were decoupled. Voiceovers were recorded separately, while real encounters and interactions between mentors and youths were documented organically.
- Narrative Editing: Integrating voiceovers and imagery to build a clear evolutionary arc—moving from the exposure to complex realities and the relief found in companionship, to the positive, mutual impact the experience creates in both of their lives.