Our challenge was to capture the intangible spirit of a unique family business philosophy that had never been written down or visualized before beyond the family borders. The second-generation members of this Colombian family office entrusted us with the task of creating a brand and communication that embodied their family legacy and celebrated a century of entrepreneurial success. With over 80 companies created across three generations, some of which are industry references in Colombia, our goal was to honor their family's vision and create a lasting tribute to their remarkable achievements.

My approach was based on the client's idea of the Buddha tree as a metaphor for the three generations of the family, which we developed into a powerful discourse. I aimed to create a symbol that conveyed the organic, emotional, and resilient qualities of the client and worked  through multiple iterations to achieve a golden trunk texture that represented the strength, structure, and history of the second generation.

We achieved harmony and contrast to create a sober brand that balanced contemporary aesthetics and traditional traits. The final product was implemented in branding applications, internal communications and presentations, and as well as external branding efforts.

I collaborated with the copywriter, implementing my keyword map methodology to define the project's conceptual universe. Together with the creative director, we developed a clear brand purpose, concept, discourse, and tone of voice. The first deliverable, which was the brand essence, was particularly powerful for the client as we were able to tangibly capture their abstract spirit.

This clarity was then carried forward into the visual identity stage where, as lead designer, I was responsible for creating the brand's visual identity and its applications based on the strategic and communication work we had done. Additionally, I conducted brand and implementation training for the client team and ideated and art-directed the portfolio photography to ensure consistency with the brand's message and aesthetic.