RUIDO Creative Lab

Co-founder · Creative direction

Client: Own agency · Guadalajara
Year: 2025 — present
Disciplines: Identity · Motion
Deliverables: Identity · Art direction · Audiovisual

01 — The challenge

A newly founded agency competes with studios that have years of track record. Before it could sell anyone else’s creativity, RUIDO had to prove it knew how to build a brand — starting with its own.

Creative agency I co-founded in Guadalajara. I lead the entire creative line: identity, art direction, audiovisual production and web for restaurant, tech and automotive brands.

02 — Process

1
Manifesto before logo
First we defined what the agency says and who it doesn’t talk to. “We don’t shout louder, we tune the frequency” isn’t a slogan: it’s the rule that later decides every piece.
2
Logo system
The symbol is the smallest unit of the signal: the R with the dot. Positive, negative and solid versions, with clear space and explicit rules for what not to do.
3
Type and color
One type family for everything, three base colors and three directional ones. Magenta is the accent and only shows up for a reason: if it’s everywhere, it stops being a signal.
4
Consistency check
A five-question checklist every piece passes before it ships. It’s what keeps the system alive as the team grows.

03 — Work