Basic Identity Applications






Franco Zegovia
Maria José Vargas Bianchi
Alfredo Burga

Creative Director

Alfredo Burga

Account Manager

Eliza Fernandez

Account Director

Claudia Boggio


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Yucun or Inhabit the Desert

Yucun Or Inhabit The Desert by InfinitoYucun Or Inhabit The Desert by InfinitoYucun Or Inhabit The Desert by InfinitoYucun Or Inhabit The Desert by InfinitoYucun Or Inhabit The Desert by InfinitoYucun Or Inhabit The Desert by Infinito


A project pre­sented at the 13th Inter­na­tional Archi­tec­ture Exhi­bi­tion, La Bien­nale di Venezia, from a team of 20 Peru­vian archi­tects who have taken the ini­tia­tive in get­ting together to pro­pose urban and archi­tec­tural dwelling strate­gies to tame the desert land­scape that reflect the mil­lenary Moche legacy.


Develop the iden­tity, envi­ron­men­tal graph­ics, and infor­ma­tion brochures for the Peru­vian instal­la­tion. The archi­tec­tural con­cept was based in the neces­sity of cre­at­ing an entire city in the mid­dle of the desert of north­ern Peru. Evok­ing Moche crafts­men rep­re­sent­ing their ways of liv­ing through ceramic mod­els called “hua­cos”, all of the firms came up with their projects of liv­ing in the desert through “hua­que­tas” (from the Span­ish word “maque­tas” (mod­els) and the word “huaco” mixed together) made out of clay of 20 × 20 × 20 cms. We had to cre­ate a graphic solu­tion that involved all of the pro­pos­als and at the same time keep the indi­vid­ual iden­tity of each project.


The logo is based on the idea of an unfolded cube with the word “PERU” enig­mat­i­cally writ­ten in a very sim­i­lar style to the hua­que­tas. Also, the entire graph­ics were based on a grid that uni­fies each project with­out blur­ring their par­tic­u­lar details. We achieved the goal of explain­ing com­plex con­cepts in a clear and didac­tic way.

The “Bien­nale di Architet­tura di Venezia” is one of the most impor­tant events in the archi­tec­ture world. “Com­mon ground” was the title of the 2012 edi­tion, where Peru had the priv­i­lege to par­tic­i­pate with one exhi­bi­tion crafted by 20 Peru­vian archi­tec­ture offices. Infinito’s work was key to make the exhi­bi­tion easy to inter­act with, through a com­pre­hen­sive design sys­tem that uni­fied the twenty projects as if they were one. Vis­i­tors of the exhi­bi­tion were able to under­stand the mean­ing and pur­pose of the atelier’s work, based in a core bino­mial: the “hua­queta” (ceram­ics that rep­re­sented each archi­tec­ture project) and the urban grid that escorted it. — Enrique Bonilla Di Tolla, Cura­tor of the peru­vian par­tic­i­pa­tion in La Bien­nale Di Venezia 2012

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