Hule
Work · 2024
As light as rubber, as heavy as metal
Hule Galería is a multidisciplinary space for art, design and culture in Atlampa, Mexico City, with a gallery, a patio and a showroom of artisanal finishes. I created its brand in 2024 as brand designer, 3D artist and design director.
- Industry
- Art, Culture & Design, Gallery
- Capabilities
- Branding, 3D Art, Animation
- My role
- Brand Designer, 3D Artist, Design Director
The goal
The brand started from the name. “Hule” means rubber, and also plastic, in Spanish, so the wordmark plays on both: an inflatable form that can also read as metal, between a very light material and a very heavy one. It had to hold a space for exhibitions, workshops, shoots and events, and speak to artists and the city around it.
Approach
The identity is built around a wordmark that moves between 2D and 3D: flat and cream with a bold outline, or inflated in chrome, lime and white. A vivid palette and a family of soft 3D shapes carry it across posters, workshops, events and motion.
Outcome
The brand is still in use across the gallery’s program of exhibitions and has become part of the space’s identity. The project brings my 3D and brand work together in one system.