{"id":3236,"date":"2025-11-13T02:00:34","date_gmt":"2025-11-13T02:00:34","guid":{"rendered":"https:\/\/www.armindacarbonell.com\/projects\/instru\/"},"modified":"2025-12-18T21:23:08","modified_gmt":"2025-12-18T21:23:08","slug":"instru","status":"publish","type":"page","link":"https:\/\/www.armindacarbonell.com\/en\/projects\/instru\/","title":{"rendered":"Instru"},"content":{"rendered":"\t\t
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Brand Strategy
Brand Architecture
Art Direction
Generative AI
Visual Identity
Visual System
Graphic Design<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

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Instru<\/h1>\t\t\t\t<\/div>\n\t\t\t\t
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Instru <\/b>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)<\/strong> and the transformation of its visual identity\u2014from Instrumentaci\u00f3n Anal\u00edtica<\/em> to INSTRU\u2014into a clear, technical, and approachable system that scales across communications, sales, and digital.<\/p>

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

On identity, I designed the logotype <\/strong>and grid, the color palette<\/strong> with mineral bases (including \u201cseaweed green\u201d and \u201csand\u201d), Satoshi as the primary typeface<\/strong>, and a functional icon system<\/strong>. For the visual language, I created a library of AI-generated textures<\/strong> 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.<\/p>

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.<\/p>

Impact:<\/strong> a clearer, more recognizable brand with a system that accelerates content creation, aligns teams, and projects INSTRU\u2019s technical reliability and service mindset.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Solutions for those moving the world<\/p>\n","protected":false},"author":1,"featured_media":1940,"parent":1203,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-3236","page","type-page","status-publish","has-post-thumbnail","hentry","especialidad-branding","especialidad-ia"],"_links":{"self":[{"href":"https:\/\/www.armindacarbonell.com\/en\/wp-json\/wp\/v2\/pages\/3236","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.armindacarbonell.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.armindacarbonell.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.armindacarbonell.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.armindacarbonell.com\/en\/wp-json\/wp\/v2\/comments?post=3236"}],"version-history":[{"count":2,"href":"https:\/\/www.armindacarbonell.com\/en\/wp-json\/wp\/v2\/pages\/3236\/revisions"}],"predecessor-version":[{"id":3376,"href":"https:\/\/www.armindacarbonell.com\/en\/wp-json\/wp\/v2\/pages\/3236\/revisions\/3376"}],"up":[{"embeddable":true,"href":"https:\/\/www.armindacarbonell.com\/en\/wp-json\/wp\/v2\/pages\/1203"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.armindacarbonell.com\/en\/wp-json\/wp\/v2\/media\/1940"}],"wp:attachment":[{"href":"https:\/\/www.armindacarbonell.com\/en\/wp-json\/wp\/v2\/media?parent=3236"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}