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Brand Identity
Exploring light & color for a Colombian art icon's legacy.
Context:
Throughout her illustrious career, Ana Mercedes Hoyos left an indelible mark on the international art scene, earning acclaim for her vibrant depictions of everyday life, landscapes, and cultural motifs. As an iconic figure in Colombian art history, her legacy extends far beyond her passing, resonating with art enthusiasts, collectors, and scholars worldwide.
Challenge:
As custodians of Ana Mercedes Hoyos’ artistic estate, the challenge was to create a cohesive and timeless identity that truly captured her artistic vision and legacy. This identity needed to serve as a guiding beacon for admirers, scholars, and stakeholders as they explored Ana Mercedes Hoyos’ diverse body of work.
Solution:
At the core of the new identity was the notion that in her paintings, color emerges as a product of light interacting with the environment, imbuing spaces and objects with depth, dimension, and emotion.This idea was extended across various touchpoints, from print collateral to digital platforms, where color served as a conduit for storytelling, honoring the artist’s exploration of light, space, and color, and serving as a vibrant homage to her enduring impact on the world of art.
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