Get to know us & our process
Our name, which translates to character, is the reason we do what we do. We believe brands need character more than anything in order to thrive and truly identify with their customers. It’s also not a coincidence that we love typographic characters as well! We try to implement this craft into all of the logotypes we work to create distinctive, memorable wordmarks.
Your success is our success.
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We strive to make your
business grow
Firstly, we believe a successful brand needs a well-defined identity in order to develop a personality to use throughout their communication. Brands should have a tone of voice, a point of view and a strong visual system.
It's also very important to create a holistic experience where all aspects of the brand are carefully considered. Whenever a user interacts with your brand, they should have an ideal experience whether it's being in a space, clicking on a website, scrolling through your instagram feed or receiving packaged products.
From idea to execution
01 CONCEPT
The process starts with thorough investigation and defining a concept that will guide us throughout the development of your brand. The idea is to tell a story and develop a voice, and it all has to come from the brand's origins. This is also where the Brand Name comes to life. Concept & Naming will go hand in hand.
02 BRAND DEVELOPMENT & IDENTITY
Once we have a clear idea of where the brand is headed — both visually and conceptually — we begin to develop the elements that will belong to the identity. These include logo, wordmark, symbol/mark, pattern, secondary elements, iconography, color scheme, etc. Each brand has its own requirements, and we make sure to include the necessary elements that will be needed to communicate to those who will interact with it.
03 BRAND ENVIRONMENT
Once the brand is ready, we need to design everything for the environment it will live in. For example, if you own a restaurant, you will need menus, uniforms, signage, coasters, etc. These deliverables will help communicate your message individually and collectively, so each of them should receive attention to detail. Detailed guidelines will allow you to use your brand independently, but we also remain your branding team and therefore are available for consultations and more.
Meet the Team
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Adriana Longoria
FOUNDER & CREATIVE DIRECTOR
Adriana studied Graphic Design at both UDEM and the School of Visual Arts NYC. During her time in New York she gained design experience at agencies such as Pentagram, Mother Design, RoAndCo Studio and Anomaly. She worked on projects for clients such as Sonos, Keurig, Marriot, Buchanan’s, Wired Magazine, Loeffler Randall and Brookside. She then moved back to Monterrey where she began working independently. In 2017 she was certified by Type Paris where she learned the art of designing type and creating fonts from scratch. Inspired by both worlds of branding and typography, she officially founded Caracter in 2017. -
Viviana Narro
PROJECT MANAGER
Viviana has professional experience in marketing positions of several companies across different industries in both Mexico and the US.Her international and cross-industrial experience helps her in coming up with out-of-the-box unconventional solutions to problems.
Viviana graduated from St. Edward's University in Austin with a bachelor's degree in marketing.
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Maria Paula Valdes
BRAND DESIGNER
Mapau studied Graphic Design at UDEM. She studied semesters abroad at Escola Superior de Disseny (ESDI) and Institute of Management in NY, where she interned at Archipielagos Inc. Studio. She has been a designer at Caracter since 2018 and continues to develop and support branding and other design projects. -
Andrea Deandar
PROJECT MANAGER
Andrea studied business development in La Salle, Chihuahua. Passionate about entrepreneurship and brand creation, she is here to help you understand and solve anything regarding your project.
