We believe a brand's success is dependent on its users having a cohesive experience with every aspect of the business and recognizing the brand's personality.
WHAT WE BELIEVE IN
Firstly, we believe a successful brand needs a well-defined character in order to develop a voice to use throughout their communication. We believe in developing a full identity in order to convey a message. We like to think of logos as a conversation-starter, but the rest of the work is done by the brand's personality and point of view.
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 printed/packaged products.
FROM IDEA TO EXECUTION
The process starts with 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 palette, 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 are a restaurant, you will need menus, uniforms, signage, coasters, etc. as well as stationery. These deliverables will help communicate your message individually and collectively, so each of them should receive attention to detail.
Our process is very important to the success of a brand. We go through required phases to make sure we deliver the best results.
HOW WE WORK
We like to work closely with clients. This means that during every phase, we check in with you to make sure we are all on the same page. You will never be (completely) surprised. Every phase we go through is necessary to get the best end results.
Our team consists of a staff capable of design, copywriting and project managing. This adaptability allows us to take on new challenges every day.
WHERE WE COME FROM
MEET THE TEAM
/ founder & Creative Director
Adriana studied Graphic Design at both University of Monterrey (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, Abercrombie & Fitch, Wired Magazine, Loeffler Randall and Brookside. She then moved back to Monterrey where she founded Caracter in 2017.
/ Project ManageR
Gonzalo studied Industrial Design at CEDIM University in Monterrey. He has experience working in different design studios such as Los Patrones, and previously owned Quirino, his own design studio. His role at Caracter is not only Project Manager, but he also delves into creative areas and supports the team with conceptual and three dimensional designs.
MARÍA PAULA VALDÉS