Client
Casa Moderna Expo
Casa Moderna Expo
Discipline
Brand Identity
Digital Design
Signage
Logo Design
Brand Identity
Digital Design
Signage
Logo Design
Sector
Events & Exhibitions
Events & Exhibitions
This home improvement expo in Mexico City showcases the industry’s top talent, and provides space for connection and inspiration among professionals and the public. Through an off screen approach, the identity conveys the concept of sustainability, craft, discovery, and culture.
Brand Key Words
Craft
Discovery
Sustainability
Craft
Discovery
Sustainability
Visual Key Words
Earthly
Curated
Imagination
Earthly
Curated
Imagination
Audience
Trend seekers
Artists & designers
Industry professionals
Values sustainability & raw materials
General public
Home owners & DIYers
Connection to space/objects
Trend seekers
Artists & designers
Industry professionals
Values sustainability & raw materials
General public
Home owners & DIYers
Connection to space/objects
Inspiration
Mexican tree of life symbolizes connection, craft and culture. Modern Mexican architecture informed the shape of the sculpture. Sustainability influenced the choice to use cardboard as the main material.
Logo
Inspired by the shapes of Modern Mexican architecture and the hero image to create the C and M of Casa Moderna. When vertical it conceptually alludes to a house with a staircase and roof.
Typography
ARS Maquette was chosen for it’s geometric sans serif qualities to contrast the handmade painterly aesthetic of the hero image. Since the main focus is the tree of life, it was important to select typography that was clean, simple and refined, yet bold and friendly at the same time.
Color
- Celebratory color palette used to evoke emotion and promote excitement.
- Connects to cities culture and ties directly to Mexican craft and architecture.
