El Observatorio

El Observatorio is a creative and educational space specialized in author photography and visual storytelling. It is a point of convergence between disciplines and authors, students and teachers, professionals and organizations, individuals and collectives. All of them seek to learn, reflect, share, and create from, through, and with images.

Since its beginnings in 2014, all meetings, classes, and activities at El Observatorio have organically taken place around a square table. This simple, unassuming element fosters an atmosphere free of hierarchies and power-based relationships, creating a safe, intimate, and horizontal environment.

When they asked me to conceptualize the repositioning strategy, I was certain that there was no better way to explain El Observatorio than through its table. The table had to be the central element of its storytelling and the key visual of its rebranding.

***The visual identity becomes an extension of the statement, and through various elements, it references the process—collective and horizontal—that emerges from El Observatorio.