INDUSTRY:
ART & DESIGN
PROJECT TYPE:
BRAND IDENTITY
DURATION:
3 MONTHS
ROLE:
VISUAL IDENTITY DESIGNER
Menos | Exhibition Identity
concept.
A multisensory journey into stillness, beneath the overstimulation of Buenos Aires.
This project was developed as the identity for an art exhibition in San Telmo, Buenos Aires; A neighborhood full of energy, street music, colors, markets, and constant noise. The approach was to create the opposite: an exhibition space that strips away distractions and invites calm. The concept, called “MENOS” (Less), is about subtraction. By removing excess, the design brings focus back to the essential. Typography, composition, and color were all reduced to their simplest form, echoing the experience of stepping into a quiet underground retreat beneath Lezama Park.
process.
The project began with an in-depth research into San Telmo’s cultural and architectural context. Mapping the area revealed its sensory overload, which inspired the idea of contrast. From there, I built moodboards, explored materials, and studied how minimalism could be used as a counterpoint.
Key steps included:
Defining brand values: Minimalism, Contemplation, Escape, and Experience.
Experimenting with color palettes that suggested silence and emptiness.
Developing a typographic system that uses negative space as an active element.
Designing a spatial journey where visitors gradually lose layers of noise, color, and motion until they reach a state of pause.
The process was iterative and experimental, balancing research with visual testing until the identity felt coherent across print, digital, and spatial applications. The design embraces an intentionally broken visual rhythm to mirror the journey into silence.
results.
The outcome is a cohesive brand identity and exhibition design that transforms overstimulation into pause. The final identity became a flexible system, extending across posters, environmental graphics, printed matter, and packaging while maintaining a consistent voice. Strong typography gave it presence, and the muted palette kept attention on the art itself. More than a visual toolkit, the project created an immersive experience: set beneath Parque Lezama, the installation guided visitors through a gradual descent, ending in a room scented and dimly lit by poetry. The identity didn’t shout—it held space through silence, clarity, and atmosphere, reflecting the gallery’s philosophy of reduction and allowing the brand itself to act as an extension of the art it framed.
