Fundación Proa is a well-established cultural institution within the La Boca district of Buenos Aires, Argentina. Following a complete refurbishment of the building by architects Caruso Torricella, we were invited to create a new identity that reflected the importance Proa was taking on the international stage, while rooted within its local environment. We have been working with Proa ever since, developing and extending the identity into its cinema, restaurant, contemporary gallery and ongoing exhibition programme.
The identity, in essence a (not very) corporate typeface, was inspired by a local landmark, the iconic Puente Trasbordador (transporter bridge). Referencing the bridge in a very direct way, the systematic nature of the identity's construction is both utilitarian and on occasions eccentric in form, but always distinctively Fundación Proa.
Scope of work:
Identity concept & creation
Website design & implementation
Signage & wayfinding
Stationery & templates
Font creation & production