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Luis Arreaza

Connect your mindset

Personal brand for a coach in Venezuela: symbol, wordmark, a seven-colour palette, the line “Connect your mindset”, and applications from business cards to outdoor posters.

The Luis Arreaza symbol in white over a sea rock, the cover of his brand identity
Role
Brand design
Service
Brand identity and guidelines
Team
Samuel Urbina · Hidra
Support
Print, signage and social
Luis Arreaza brand identity cover: the white triangle symbol over a sea rock

Process

Archetypes, a moodboard and many sketches.

The brand started from four archetypes and a mood of rock, sand and sea. Then came the sketches.

Four brand archetypes: wise, explorer, citizen and rebel
Moodboard of earthy textures, rocks and green and terracotta tones
Pencil sketches of the symbol and the wordmark

The mark

A symbol that points forward.

A triangle symbol drawn on a grid, and a wordmark that carries the word Coach.

Luis Arreaza logo: triangle symbol and wordmark with the word Coach, on black
Construction grid of the triangle symbol on dark olive
How the symbol is built, step by step
The triangle symbol in line on dark olive

Type and colour

Bebas Neue to speak up, Inter to explain.

Two typefaces and a palette of seven colours taken from the landscape.

Bebas Neue specimen next to a framed poster in a living room
Inter specimen next to brand posters on sand
Open brand book showing the colour palette

Applications

From the hand to the street.

Business cards, a cap, outdoor posters, social posts and the brand guidelines.

Luis Arreaza business cards on a linen surface
Green and tan cap with the Luis Arreaza logo
Connect your mindset posters on a street wall with a passer-by
Three Instagram posts for Luis Arreaza
Pages of the brand guidelines spread on a table

Credits

Who did what

Brand identity by Samuel Urbina · Hidra.

Any questions? Write to us at hey@hidra.zip.

Luis Arreaza business cards on a linen surface
Luis Arreaza, by Hidra
Luis Arreaza, by Hidra