To develop a visual identity for a rug that was inspired by the lingering memories of a building that, while once emblematic, now stands as a symbol of the darker chapters in the country's history.

In order to honor the physical building, what it once symbolized, and to bring this beautiful rug to life, I developed a custom logotype based on Europa Grotesk—modifying its corner radius to reflect the organic curves of the Helicoide building, an icon of space-age architecture. Drawing further from the era’s industrial design language, I incorporated typographic hierarchy and grid-based layouts across all printed assets, echoing the structure and rhythm of architectural booklets from that time. Through these elements—paired with a colder, restrained color palette—the visual identity pays homage to a complex historical context while celebrating the rug’s contemporary presence and purpose.