Not every direction makes it to the final brand.. this was one of the directions we explored for Auren Desarrollos, a new construction and development company we’re currently working with on its branding and website. I’ll be sharing the final result soon, and I think the difference will be interesting to see. What do you think?

Great!

MAE — Art Direction & Brand Visual Identity

A visual identity concept developed for MAE, built around the idea of “Controlled Energy — Movement in Contrast.” The direction explores the tension between individuality and constant movement, using a sharp central subject surrounded by blurred figures to create a strong visual narrative.

The Challenge

The goal was to create a visual language that felt distinctive, contemporary, and emotionally engaging without relying on excessive graphics or conventional branding. The challenge was to communicate movement and energy while keeping the brand feeling refined, minimal, and controlled.

The Solution

I developed an art direction centered around contrast — stillness vs. movement, focus vs. distraction, and individuality vs. the crowd.

The orange environment creates a bold visual signature, while the motion-blurred silhouettes represent the constant movement surrounding the individual. The sharply focused central figure becomes the visual anchor, communicating confidence, identity, and control.

The same visual language was then extended into the brand composition through minimal typography, logo placement, graphic symbols, and structured spacing, creating a system that can work across campaigns, social content, editorial layouts, and brand communications.

My Role

Art Direction · Brand Identity · Visual Concept · Graphic Design · Typography · Brand Composition

I was responsible for developing the visual concept, defining the art direction, establishing the graphic language, and translating the concept into a cohesive brand presentation.

Concept → Art Direction → Visual System → Brand Application

Using the motion-blurred figures as the system's way of encoding the brand world around the individual is a clean way to carry the concept into every touchpoint — the contrast is doing the narrative work instead of added graphic elements. The orange read as a deliberate move to...