Mercè 17

The brand is built around the idea of the passage of time, experienced and accumulated by the building itself, which gives it its singular character. The different historical layers are visible both in its structure and in the restoration, where original elements coexist with contemporary interventions. It is precisely this dialogue between past and present that shapes the essence of the brand.

We translate this interaction between layers across the entire visual identity. Starting with the logo, where the corporate typeface in its serif (or semi-serif) version is combined with the sans-serif version, creating a single, compact and harmonious visual unit.

This concept is also reflected in the graphic system, through cut-out effects and shapes that allow underlying elements to show through. A visual metaphor for overlapping, patchwork and layers that characterize the building’s very walls, the result of the different interventions it has undergone over the years.

We developed various corporate pieces, such as the website and social media communication, as well as a particularly relevant piece: a brochure with a commercial objective, but with an elevated and premium approach. The composition, art direction, use of photography and the interaction between different formats within a single piece reinforce its exclusive character.