Project: Trama Curaduría Editorial
Trama, an online platform dedicated to the curation and sale of books and magazines for design, architecture, and photography enthusiasts. This project brought together branding, visual identity, and merchandising to create a fresh, memorable presence that celebrates editorial culture.
My Approach
For Trama, I set out to design an identity that feels contemporary, sophisticated, and approachable. Every element—from the bold typography to the red color palette and hand-drawn iconography—was chosen to communicate the passion for books and the idea of curation as an experience. The goal was to position the brand as both a trusted resource and an inspiring space for discovery.
Vision and Innovation
The vision behind Trama was to go beyond a conventional online bookstore. The brand needed to evoke the richness of print culture while feeling relevant to a digital audience. Through the combination of editorial-inspired typography, vibrant accents, and tactile applications (like totes and signage), the project created a cohesive identity that feels alive and distinctive.
Identifying Unique Challenges
One of the main challenges was balancing an editorial sensibility with commercial clarity. The brand needed to be aspirational and visually striking while remaining accessible and functional across platforms—from social media to packaging.
Resolving Complex Problems
To solve this, I developed a modular visual system that adapts seamlessly to different contexts. The combination of clean layouts, expressive typography, and hand-drawn illustrations allows the brand to communicate expertise without feeling cold or impersonal. This flexibility supports both storytelling and commerce.
User-Centric Design
At the heart of Trama is a commitment to creating an engaging, human-centered experience. The identity is designed to attract curious readers, highlight the value of each publication, and inspire a sense of belonging to a community that appreciates design and culture.
Meeting User Needs
For customers, Trama offers an easy-to-navigate, visually compelling platform that makes discovering and purchasing books a pleasure. For the brand, it provides a scalable visual system that can grow with the business—across digital channels, printed materials, and physical merchandise.
Detailed Elements and Features
Logo: A combination of classic editorial typography and handwritten script to convey sophistication and warmth.
Color Palette: Bold reds balanced with neutrals to create a striking, memorable presence.
Illustration: A distinctive cloche icon presenting a book as an object of desire and discovery.
Applications: Merchandise (tote bags), outdoor signage, and promotional materials that reinforce brand recognition.
Accessibility and Optimization
Visual assets were prepared for both web and print, ensuring color consistency, clarity, and high-quality reproduction across all touchpoints.
Conclusion
Trama Curaduría Editorial is more than an online bookstore—it’s a brand experience that celebrates the beauty of printed culture. Through thoughtful design and a distinctive visual language, this project positioned Trama as a vibrant, inspiring destination for design-minded readers.
