Axial Co.

Branding + Product Design

2013 – 2014

THE CLIENT–

Axial is a 2013 personal research and design exploration project by Monica Leal, Abigail Faudoa, Paola Tamez and me.

THE OBJETIVE–

Nowadays, living spaces are even smaller than what they used to be. A few decades ago, this was not a problem in Mexico. Houses used to be spacious due to building areas being historically large and affordable. Considering tendencies in population growth, this situation will only increase over time, even though this is a relatively new issue in Mexico.

According to data from the Organization for Economic Cooperation and Development, by the year 2011, there were 3.9 people per house with a distribution of one room per person. This places the country below the World average of 1.6 rooms per person. This statistic includes common rooms like living rooms or dining rooms, which means that Mexicans have around half the living space within a house compared to the rest of the World.

At the time of this project’s development, every multifunctional space-saving product in the market felt too utilitarian and with no design or real user experience perspective. We wanted to create a space-saving product that felt approachable and customizable yet avant-garde.

THE SOLUTION–

We collaborated with an expert product designer to create a modular and multifunctional piece that would also be easy to produce and accessible. The piece can be used in many positions, and its layered design acts as joinery so it is also modular. The graphic design portion of the project consisted of creating the visual language, voice, and marketing strategy for the brand. Naming and creation of a logo, along with stationery, brand elements (pattern and textures) were the main part of the deliverables.

Product design support and renderings by Everardo Galván.

“Accessible, modular, and multifunctional furniture design

that increases capacity in living and working spaces.”

Project winner of the 2014 “Ticket to Fly” Best Documentation Award.