Atelier
The Power of Co-Creation
Branding
2021
Versión Español
Atelier is a platform powered by Steelcase Mexico—one of the foremost office furniture companies in the country—aiming to provide its customers with fresh and distinctive proposals in the realms of furniture, interior design, and graphic design.
Atelier functions as the bridge between artists, designers, and the end customer, embodying its slogan "the power of co-creation." Grounded in this principle, the task is to develop a series of materials that contribute to reinforcing the message both internally and externally.
INTRO
Concept
Geometric figures are something shared among architects, designers, and artisans, as they serve as the foundation for everything: buildings, furniture, graphics, signage, crafts, and more.
Conceptually, Atelier represents a first step, the initial contact with the customer. Thus, it was compelling to transform the name into a new "logo" that encapsulates this idea.
This "new logo" of Atelier is not merely a reinterpretation but rather the foundation for crafting a new language.
Selecting CMYK colors (cyan, magenta, yellow, and black) reaffirms the notion that it is from these colors that new shades and all desired combinations can arise.
Graphics
The concept is clear: creation is built from fundamental geometric and chromatic elements. With this in mind, the graphic pieces were to be designed to reflect the idea that by altering scales, colors, and arrangements, new images could be generated—sometimes abstract, at other times simpler. A limitation was to use only one or two inks.
Collaterals
A part of the brief was to design pieces that would be timeless and could be easily produced in small quantities, yet with materials of the utmost quality.
For the notebook and poster covers, cotton paper was utilized, while the bags were crafted from rugged fabric made in Mexico.
Design Credits:
Creative Direction & Design:
Eric León Hdez.
Photography Art Direction for case study:
Eric León Hdez. + Victor Medina Fuentes
Photographs of case study:
Innrt Studio – Victor Medina Fuentes