Category Visual identity

Conejo en la Luna – A socially-driven enterprise

Conejo en la Luna is a company that sells artisanal food products, made mostly by women who work in rural parts of Mexico. My work with this project was to design the visual identity, packaging and other communication products for the company.

The brand positions the product with other gourmet products, and communicates the social mission of the company: to bring the products made by small producers to larger markets, where their products can be bought at higher prices. Part of the sales are invested into training programs that ensure the producers comply to quality standards.

Project website:

MIT IDEAS Global Challenge

Since 2012, i’ve had the privilege of volunteering for the MIT IDEAS Global Challenge, ran by MIT (Priscilla King Gray Public Service Center), designing the visual identity of this group, plus the program’s award ceremony every year.

The visual identity is composed of various dots that represent the different activities undertaken by students, as they propose innovative solutions to global challenges in agriculture, water, environment, health, mobile, education,  and economic development in countries around the world.

Museum signage proposal

For a Mexico City museum, i was invited to present a proposal for signage. I developed the wayfinding iconography, and related signage, but also proposals for the museum´s educational activities and related materials, thinking of how returning visitors might experience the museum as well as first-time visitors . Although the project didn´t come to fruition in the end, it was a great experience to think of the complexity of people moving through space, and also getting a sense of an overall institutional identity.

Visual identity for

The brief for this project was to create a visual identity for, an online arts organization that can exist on- and off-line.


Using statistical information about the five major areas of the organization’s website, an asymetrical pentagon was algorithmically rendered. The resulting logo is updated every hour on the masthead of the website. The shape reflects current traffic and number of new artworks uploaded to those five areas of the site at that given time.


One of the final logo versions.


To reflect the ever-changing nature of the web-site, a series of eighteen stickers, twenty four logo variations, and eighteen color selections were created for the print identity. The stationery materials include eighteen stickers that can be used on white stationery and business cards. Each person has the freedom to choose his/her favorite sticker color and shape and apply them however they want on stationery.

A sheet of stickers with different logo variations. The stickers were then applied to stationary materials.


The business cards were available in different colors, with different shape and color variations.

On the back of the business card, an abstract explanation of the changing-shape of the logo was explained.