A visual identity is what makes a brand recognizable and memorable. Branding should be understood as a unique language that conveys the essence of a business — and under this premise, we transformed DELAFUENTE Art’s brand.
The client had a clear need: to create a new visual identity that reflected the evolution of their artistic project toward a hybrid concept between publishing house, workshop, and creative laboratory.
As a digital design agency, everything we create for a brand —the logo, colors, typography, aesthetics— is designed to be applied consistently across all digital platforms: the website design, social media creatives, and photographic art direction.
The challenge of creating a new visual identity for DELAFUENTE Art
The client wanted to project a solid brand capable of representing artists while also positioning itself as a sculptural art publishing house.
The result was Delafuente Art Project: at V3RTICE, we carried out a complete rebranding exercise with a new art direction and web design to align the entire aesthetic proposal.
What did the client need?
In the first meetings, the Delafuente Art team defined its priorities:
- Create a logo and identity that conveyed an editorial and artistic approach
- Redesign their website to reflect the brand’s new phase
- Establish a unified photographic art direction across all platforms
The three adjectives that guided this project were visionary, to reflect the brand’s ambition; disruptive, for breaking traditional models as a hybrid between publishing house, workshop, and lab; and curatorial, to emphasize its selective, art-driven approach ensuring coherence and quality in every proposal.
Our branding department took note of the client’s requests and got to work.
Rebranding process: how we redefined their visual identity
DELAFUENTE Art’s new branding wasn’t just an update — it was a complete reinvention from scratch. We divided the process into four phases:
- Defined the strategic objectives
- Developed multiple creative concepts
- Designed three proposals
- Selected the final identity together with the client
After presenting the three proposals, we chose the one that the client instantly connected with.
The winning concept represented a genuine evolutionary leap — reimagining Delafuente Art’s identity from the ground up and interpreting the brand itself as a work of art.
The keys to the new logo
The logo creation process followed several key stages. First, we defined the project goals to establish a clear creative direction. After brainstorming and running initial design tests to explore possibilities, we refined the options and presented three to the client.
The new logo features a complementary illustration representing the D, A, and P from the name — a visual reference to sculptural art that reinforces a unique, material, and artistic brand identity.
Adapting the branding to the new web design
We designed the new website based on the new brand guidelines:
- Replaced rectangular shapes with smooth, rounded contours
- Used a light background to convey clarity and highlight the artwork
- Chose an elegant typeface to reinforce the editorial character
- Structured the website in an organized and intuitive way to ensure a great UX
The result: a website with its own personality, consistent with the new visual identity and ready to grow in the digital space.
Art direction for photography
A key point of the brand manual is how DELAFUENTE Art’s pieces are presented. The art direction for the photoshoots has been crucial in translating the brand’s editorial values:
- Elegant and understated photography style to showcase the artworks
- Minimal color palette to highlight each piece
This approach creates a contemporary, exclusive, and cohesive visual language that represents their work across both the website and social media.
The power of well-executed branding
V3RTICE’s proposal directly addressed the client’s need to project a renewed identity that not only represents the artists but also their new dimension as a sculptural publishing house.
This project demonstrates how a well-executed rebranding can transform a brand’s perception. The integration of visual identity, web design, and art direction has built a visual universe with authority, credibility, and coherence.
At V3RTICE, we believe branding is much more than design — it’s a strategic tool that builds trust and differentiation within a brand’s industry. Don’t miss the launch of the new DELAFUENTE Art Project website!
