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Brand systemKeyword

The firm's identity, rebuilt as a documented system. The brand manual lives as a website, so anyone on the team can make on-brand work without waiting on design.

Year2018 – Present
RoleDesign Director
WhereEcuador & Mexico
ScopeIdentity, brand system, product naming, brand book website

Fig. 01 Key visual. "Turning today's context into tomorrow's opportunities."

The starting point

Nobody asked for it. The brand was scattered, so I asked for the budget and started building it.

Keyword is a public affairs and strategic communications consultancy in Ecuador and Mexico. Its products, from the annual Key Especial report to employment figures and sector reports, reach 100+ executives.

[Two or three lines on what the brand looked like before and what wasn't working.]

Fig. 02 Before and after.

The system

Three elements, one idea: there's always more.

The 360° service is translated into three basic elements. Together with the palette and type, they let the brand flex across reports, decks, social and events without losing itself.

(01)
The asterisk
A symbol that signals there's more: a footnote, a deeper layer of information. Rotated, it blurs into a circle.
(02)
The circle
Completeness and continuity: the full spectrum of client needs in one service.
(03)
The dots
Connection, modularity and movement. They show how data and ideas flow.

The asterisk as core visual metaphor — **Fig. 03** Asterisk

Keyword color palette — **Fig. 06** Keycolors. Vibrant, high-contrast, built for digital first.

Keyword typography — **Fig. 07** Typography

Product family

key + topic.

Every information product follows one naming rule: the prefix "key" plus the topic. keyeconomics, keylaw, keyreview, keyelections. Each one carries an element of the brand, so a growing family still reads as Keyword.

Keyword product logos — **Fig. 08** Product logos

Product logos, before and after — **Fig. 09** Before and after

The brand book

A manual people actually open.

Instead of a PDF nobody reads, the brand lives as a website with search. Anyone at the firm can download logos, templates and assets, and check the rules before they design.

It also has a section to design with Claude: context files with the palette, tone and layout rules, so every piece comes out on brand from the first try.

Keyword · Brand book