Visual Identity
As the Visual Identity Lead for Sobremesa, I developed and directed the project’s graphic language, translating its concept, values and collective character into a cohesive visual system. My work shaped how Sobremesa communicates and presents itself, from its core identity and typography to editorial design, printed matter and communication materials. Rather than treating branding as a final layer, I approached the identity as an integral part of the project: a flexible system designed to evolve across formats while maintaining a distinctive voice.
Through research, experimentation and close collaboration with the team, I created a visual language that brings together different perspectives while giving Sobremesa a recognizable personality and a strong presence within Dutch Design Week.
Design Approach
The identity grew through research, experimentation and constant dialogue with the team. Rather than treating branding as a final layer, I approached it as part of the project itself. Each graphic decision responds to the character of Sobremesa: a space for conversation, exchange and different perspectives on design. The system was created to adapt, change and expand across formats without losing its identity, allowing the visual language to evolve alongside the project.
From Mexico to DDW
Bringing Sobremesa to Dutch Design Week also meant thinking about how we wanted to represent ourselves outside our own context. As the designer behind its visual identity, I wanted to communicate where we come from without relying on expected or stereotypical representations of Mexican design. Instead, the identity reflects our perspective through its attitude, references and way of communicating. For me, presenting Sobremesa at DDW is an opportunity to place our visual language in conversation with other design practices, while keeping the context and personality that shaped it in Mexico.
