Project
Aguas Cap
A rebranding project for Aguas CAP, a desalination plant that supplies water to mining operations and human consumption in Chile’s Atacama region. The goal was to create a modern, sustainable identity that reflects the company’s commitment to environmental care and community development while differentiating from competitors in the water treatment sector.
The Idea
The concept was rooted in transformation—specifically, the osmosis process that converts seawater into usable water. I developed a visual identity that represents this transformation through dynamic, organic shapes that evoke both water flow and technical precision.
The brand personality was defined as “The Caregiver” archetype, emphasizing Aguas CAP’s role in protecting and nurturing the community and environment. This guided all visual and verbal decisions, creating a trustworthy, service-oriented identity that stands out from the typically reserved and conventional competitors in the water treatment industry.
Client
Aguas Cap Desalination Plant
Work
Brand Strategy, Logo Design, Visual Identity, Corporate Materials
My Role
My Approach & Contributions
I led the brand positioning from strategy to execution. Started with competitive analysis using visual quadrants, most players were reserved and traditional, which opened space for a more expressive approach.
Worked through brand personality definition, focusing on their role as protectors of community and environment. This guided the strategic framework and visual direction positioning them as trustworthy and service-oriented rather than purely technical.
Developed the transformation concept using osmosis as visual metaphor. Created a circular symbol with layered elements representing the water cycle, using turquoise and navy to differentiate from standard industry blues.
Delivered complete identity system: logo, typography, color palette, and applications across corporate materials and digital touchpoints.
The Results
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