Work
Citlali
Brand Identity
The Wixaika artistry on a Visual Identity
Citlali Capital Investments is a real estate investment company with a unique cultural essence—its founders are of Mexica heritage. Their deep connection to indigenous traditions became the foundation of the brand’s visual identity.
Understanding Mexica and Wixarika artistry was essential to crafting an authentic identity. I studied their traditional crafts, particularly the use of chaquira beadwork, geometric patterns, and sacred symbols, ensuring that every design decision was culturally respectful and visually striking.
As the designer of Citlali Capital Investments' branding, my goal was to create a visual system that not only reflects professionalism and trust within the financial sector but also honors the founders' cultural roots in a meaningful way.
Understanding Mexica and Wixarika artistry was essential to crafting an authentic identity. I studied their traditional crafts, particularly the use of chaquira beadwork, geometric patterns, and sacred symbols, ensuring that every design decision was culturally respectful and visually striking.
At the heart of the logo, the Sun Stone (Piedra del Sol) is reinterpreted, symbolizing strength, wisdom, and the connection between past and future generations. The peyote-inspired shapes further highlight the spiritual and medicinal knowledge deeply embedded in Mexica traditions.
The visual identity system was developed using elements inspired by peyote motifs, an important spiritual and artistic symbol in indigenous cultures. This approach allowed the identity to blend tradition with modernity, giving Citlali Capital Investments a distinctive and meaningful mark.
