FLORA Art Club — Brand Identity & Social Design

FLORA Art Club (@floracasacultural) is a Buenos Aires-based cultural space hosting weekly indie performances, art shows, and creative events.

FLORA needed a brand built from nothing: no visual identity, no social presence, no communication system. The brief required something that could hold together across every touchpoint — a logo strong enough to anchor the concept, and a visual language flexible enough to support weekly content, events, and community growth over time.

I developed the full brand identity from the ground up. The concept rooted itself in the physical space: FLORA means plants, and the venue was full of them. Drawing from Constructivism and early 20th-century anarchist art movements, I researched botanical illustration, Russian typography, and geometric symmetry to shape the logo and visual manifesto.

From that foundation I built a complete communication system:

Logo design

Typography and color palette

Brochure and newsletter

Social media profile and templates

Ongoing content design framework

All consistent in concept and style.

FLORA launched publicly on Instagram and grew an engaged cultural community over 2 years of continuous activity. The brand system proved strong enough to sustain weekly content production while keeping a coherent and distinctive visual identity throughout.