Art direction, graphic design and brand consulting — a 10-year continuous relationship

This project documents a working relationship sustained for a decade with Kalop, an Argentine electrical company (Grupo Acrópolis Cables), covering its entire visual communication ecosystem: corporate identity, packaging, POP materials, institutional pieces and brand consulting.

Project scope:

• Brand restyling: redesign of the corporate logo, updating its graphic construction and application across different media while preserving existing brand recognition.
• Product line system: differentiated visual identities for the various lines (Zen, Tekna, Sigma, Donna, Fichas, Fotocontroles, Cable Canal), keeping coherence with the master brand.
• Packaging: packaging for multiple categories, from individual blisters (Hobbyist/Professional/Hard Work line) to boxes for modular systems, solving the hierarchy of technical information and color coding by range.
• POP materials: displays, free-standing units and point-of-sale signage, designed to communicate product segmentation to the hardware and electrical channel.
• Brochures and catalogs: printed and digital promotional pieces for launching and supporting product lines, including technical sheets and lifestyle catalogs.
• Institutional pieces: audiovisual and graphic content for communication with distributors and the sales channel, including trade show stands.
• External brand consulting: ongoing advice on visual identity decisions, ensuring consistency across multiple suppliers and touchpoints.

Approach:

Each intervention was designed as an incremental update rather than a break, preserving the brand assets already established in the electrical and industrial distribution channel.