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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