Lucio Marchesi — Design, Experience & Business

Case studies

User types

Comparativa as a growth lever, not just a feature.

From single profiles to one panel, one conclusion.

Validating Shadow Teams with a real client.

Shadow Teams is an interactive pitch view where clubs, agents and scouts position players by role, save named lineups and export the result. This session combined a client meeting, a user interview and a prototype test to validate the feature.

Work process

Building a scalable foundation for growth.

Methodology

A process of simplicity and efficiency

A platform ready to scale.

A structured path from vision to impact.

A structured path from problem to impact.

Methodology

A global event with fragmented communication.

IBEC had built a strong reputation through its speakers and educational content. However, communication across channels lacked consistency.

Designing a communication ecosystem.

How do you create a single communication system capable of representing dozens of experts, multiple audiences and an international event experience?

Creating consistency across every touchpoint.

Supporting the event before, during and after.

A stronger and more cohesive international presence.

Methodology

Building the modern athletic uniform.

Creating a culture around simplicity.

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Photo session

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A stronger connection with the urban athlete.

Methodology

Designing a language that feels reliable.

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A stronger perception aligned with the company's expertise.

Methodology

Approach concept

Brand application

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Technical construction of the graphic brand

Physical application of the graphic brand on site

Complementary graphic resources

A stronger identity for a growing football community.

An identity built with the same rigor as a building.

For an architecture studio, quality is not an adjective: it is the sum of decisions that hold up over time. The identity applies that logic to the brand — proportion, restraint and precision — so that Chesco's professional criterion can be read before the first conversation.

Drawn like a plan, letter by letter.

Each letter of the wordmark was drawn on a construction grid, with guides, proportions and corrections in plain sight, the way a technical drawing is resolved before anything is built.

A system drawn from the letters themselves.

Each letter of the name is reinterpreted as a geometric figure built around a central square, like a room seen in perspective. The result is a graphic language that can live on its own or alongside the wordmark.

One identity, every touchpoint.

From the studio's signage to its printed pieces and everyday objects, the identity stays consistent and recognizable, with the same precision in every application.

Present where the work happens.

The identity reaches the construction site itself: on the project sign, on the safety helmet, at every point where the studio meets the work.

From a family photo to a brand symbol.

The challenge was to keep the emotional value of a real dog while building a mark that works as a symbol: simple, recognizable and easy to reproduce on wood, fabric or a screen. The German Shepherd also carried the right values for the workshop: loyalty, character and companionship.

Six steps from photograph to isotype.

Each stage removes what is accessory and keeps what makes the dog recognizable: the ears, the profile of the snout, the collar. The result is a symbol with personality that still holds up at small sizes and in a single color.

01

Photographic reference

A real photo of the client's dog as the starting point.

02

Structural analysis

Identifying shapes, axes, proportions and distinctive traits.

03

Silhouette synthesis

A simplified shape that keeps the essence of the subject.

04

Formal refinement

Adjusting curves, proportions, visual tension and geometric coherence.

05

Isotype construction

Defining the main version of the symbol with its key traits.

06

Final optimization

Detail corrections, visual balance and preparation for brand use.

A logotype and a symbol.

The main identifier is a logotype, accompanied by the descriptor Mueblería de Autor when the brand is introduced for the first time, such as at a fair stand. The dog symbol can live on its own or alongside the logotype. The palette is reduced to a warm gray and white, so the wood itself brings the color.

Made to be engraved in wood.

The identity was designed for the workshop's own materials: laser engraving on furniture, screen-printed t-shirts, stickers and social media. One color and clean shapes make it reproducible on any surface.