Project: Visual identity, illustrations
Client: Maria Rossi Arquitetura
Local: Milan, Italy
Cocreation: Piná Criações
Maria Helena Rossi is a Brazilian architect who lives in Milan. She was leaving the architecture office where she was a partner to start working solo. Her target is Brazilians and Italians people who loves classical archictecture.
Mission: To create a visual identity that reflects Maria's personality and style of work, which is focused on neoclassical architecture with a touch of Brazilianness. These concepts are manifested in the identity through hand-drawn illustrations, classic typography and a more sober chromatic palette.
Key values: Personalization, connection, proximity, aesthetics, beauty, delicacy, lightness, Brazilianness
Brand voice and tone: Strong and classical. Positive, mysterious, engaging and sensitive.
Process: The research was based on an analysis of the neoclassical style. One of the most characteristic elements of this architectural movement is the use of arches and columns. They are timeless elements, and including them in the brand was one of the factors for the success of the project. Another element placed in the identity was the compass rose, which is a symbol that the client is very fond of and it symbolizes guidance or the right direction to follow. Some plant ornaments where placed in the illustrations to bring the brazilianess alive.
With the research material in hand, the challenge was to put together these references and elements to create a coherent universe. It was decided that the main elements would be highlighted in the illustrations, with each of them having a specific meaning. Also, in the logo through the neoclassical columns. The result was an identity with personality and timelessness that reflects the client's most striking characteristics.
