{"id":35589,"date":"2025-10-13T17:24:31","date_gmt":"2025-10-13T15:24:31","guid":{"rendered":"https:\/\/v3rtice.srvcactus.com\/?post_type=proyectos&#038;p=35589"},"modified":"2025-10-13T17:45:22","modified_gmt":"2025-10-13T15:45:22","slug":"new-visual-identity-delafuente-art-project","status":"publish","type":"proyectos","link":"https:\/\/v3rtice.srvcactus.com\/en\/proyectos\/new-visual-identity-delafuente-art-project\/","title":{"rendered":"We created the visual identity of DELAFUENTE Art to apply it to their web design and led the art direction to showcase their products"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">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 \u2014 and under this premise, we transformed DELAFUENTE Art\u2019s brand.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a <a href=\"https:\/\/v3rtice.srvcactus.com\/en\/audiovisual-design\/\">digital design agency<\/a>, everything we create for a brand \u2014the logo, colors, typography, aesthetics\u2014 is designed to be applied consistently across all digital platforms: the website design, social media creatives, and photographic art direction.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"el-reto-de-crear-una-nueva-identidad-visual-para-delafuente-art\">The challenge of creating a new visual identity for DELAFUENTE Art<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The client wanted to project a solid brand capable of representing artists while also positioning itself as a sculptural art publishing house.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"que-necesitaba-el-cliente\">What did the client need?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In the first meetings, the Delafuente Art team defined its priorities:<br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create a logo and identity that conveyed an editorial and artistic approach<\/li>\n\n\n\n<li>Redesign their website to reflect the brand\u2019s new phase<\/li>\n\n\n\n<li>Establish a unified photographic art direction across all platforms<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The three adjectives that guided this project were visionary, to reflect the brand\u2019s 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our <a href=\"https:\/\/v3rtice.srvcactus.com\/en\/services\/branding-and-visual-identity\/\">branding department<\/a> took note of the client\u2019s requests and got to work.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"proceso-de-rebranding-asi-redefinimos-su-identidad-visual\">Rebranding process: how we redefined their visual identity<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">DELAFUENTE Art\u2019s new branding wasn\u2019t just an update \u2014 it was a complete reinvention from scratch. We divided the process into four phases: <\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Defined the strategic objectives<\/li>\n\n\n\n<li>Developed multiple creative concepts<\/li>\n\n\n\n<li>Designed three proposals <\/li>\n\n\n\n<li>Selected the final identity together with the client<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">After presenting the three proposals, we chose the one that the client instantly connected with.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The winning concept represented a genuine evolutionary leap \u2014 reimagining Delafuente Art\u2019s identity from the ground up and interpreting the brand itself as a work of art. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"las-claves-del-nuevo-logo\">The keys to the new logo <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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.   <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The new logo features a complementary illustration representing the D, A, and P from the name \u2014 a visual reference to sculptural art that reinforces a unique, material, and artistic brand identity.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"la-adaptacion-del-branding-al-nuevo-diseno-web\">Adapting the branding to the new web design<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We designed the new website based on the new brand guidelines:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Replaced rectangular shapes with smooth, rounded contours<\/li>\n\n\n\n<li>Used a light background to convey clarity and highlight the artwork<\/li>\n\n\n\n<li>Chose an elegant typeface to reinforce the editorial character<\/li>\n\n\n\n<li>Structured the website in an organized and intuitive way to ensure a great UX<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The result: a website with its own personality, consistent with the new visual identity and ready to grow in the digital space.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"la-direccion-de-arte-de-sus-fotografias\">Art direction for photography<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A key point of the brand manual is how DELAFUENTE Art\u2019s pieces are presented. The art direction for the photoshoots has been crucial in translating the brand\u2019s editorial values: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Elegant and understated photography style to showcase the artworks<\/li>\n\n\n\n<li>Minimal color palette to highlight each piece <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This approach creates a contemporary, exclusive, and cohesive visual language that represents their work across both the website and social media.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"el-poder-del-branding-bien-ejecutado\">The power of well-executed branding<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V3RTICE\u2019s proposal directly addressed the client\u2019s need to project a renewed identity that not only represents the artists but also their new dimension as a sculptural publishing house. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This project demonstrates how a well-executed rebranding can transform a brand\u2019s perception. The integration of visual identity, web design, and art direction has built a visual universe with authority, credibility, and coherence. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At V3RTICE, we believe branding is much more than design \u2014 it\u2019s a strategic tool that builds trust and differentiation within a brand\u2019s industry. Don\u2019t miss the launch of the new DELAFUENTE Art Project website! <\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 \u2014 and under this premise, we transformed DELAFUENTE Art\u2019s brand. The client had a clear need: to create a new visual identity that reflected the evolution of their artistic [&hellip;]<\/p>\n","protected":false},"featured_media":35593,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[119,43],"tags":[],"class_list":["post-35589","proyectos","type-proyectos","status-publish","has-post-thumbnail","hentry","category-design-visual","category-diseno-audiovisual"],"acf":[],"dsm_author":{"name":null,"avatar_url":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","archive_link":"https:\/\/v3rtice.srvcactus.com\/en\/author\/","biodata":""},"dsm_categories":[],"dsm_attachment_categories":[],"dsm_featured_image":{"thumbnail":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice-150x150.webp","medium":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice-229x300.webp","medium_large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","1536x1536":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","2048x2048":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","et-pb-post-main-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","et-pb-post-main-image-fullwidth":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","et-pb-portfolio-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","et-pb-portfolio-module-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","et-pb-portfolio-image-single":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","et-pb-gallery-module-image-portrait":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","et-pb-post-main-image-fullwidth-large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","et-pb-image--responsive--desktop":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","et-pb-image--responsive--tablet":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","et-pb-image--responsive--phone":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp","full":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2025\/10\/delafuente-art-project-identidad-visual-v3rtice.webp"},"yoast_head":"<!-- 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