Instru

Instru distributes, calibrates, and maintains analytical instrumentation for sectors such as pharma, environment, petrochemicals, chemistry, gases, agri-food, and energy. My work covered the full brand strategy (Brand Essence) and the transformation of its visual identity—from Instrumentación Analítica to INSTRU—into a clear, technical, and approachable system that scales across communications, sales, and digital.

As Design Manager & Brand Strategist, I defined purpose, values, personality, and tone; organized the sector architecture; and translated all of this into a modular visual system. The outcome is a brand framework that brings order to a complex portfolio and speeds up coherent content production.

On identity, I designed the logotype and grid, the color palette with mineral bases (including “seaweed green” and “sand”), Satoshi as the primary typeface, and a functional icon system. For the visual language, I created a library of AI-generated textures that depict analysis processes (fluids, emulsions, particles, traces) and code each business vertical. These visuals act as a narrative layer for campaigns, presentations, and social media, avoiding generic stock and strengthening differentiation.

Deliverables included a brand guideline, templates and usage guides, stationery and credentials, trade-show pieces (roll-ups, panels, booth), merch, social media kits, and web/UI guidelines and sales materials. I also prepared a logo pack in multiple formats to streamline in-house production and ensure consistency across touchpoints.

Impact: a clearer, more recognizable brand with a system that accelerates content creation, aligns teams, and projects INSTRU’s technical reliability and service mindset.