Casa Moderna

This project explores how balance can shape the visual language of modern home design. Created for Casa Moderna, a new home improvement expo in Mexico City, the identity brings together macro imagery, considered typography, and subtle motion to reflect the relationship between creativity and function. The outcome is a calm, confident system designed to inspire while remaining grounded in real-world application.

Build with Balance became the central idea behind the identity. It represents a considered
approach to home improvement, one that values restraint, intention, and harmony over excess.
The system is designed to inspire people to approach their projects thoughtfully.

To create the campaign assets, vintage tools were sourced specifically for their aesthetic and colours.

The poster series uses generous negative space to allow each image to exist quietly within the layout. This restraint helps the photographs harmonise with one another, creating a sense of delicate precision.

The digital billboard introduces subtle motion through the slow sway of a spanner. This movement reflects the harmony between effort and intention within a public-facing format without overwhelming the viewer.