Quisapata

I managed the identity project. The brand was designed by one of the agency's designers; I led the process from the brief to delivery. The agency also built its website and a brochure, but my involvement there was smaller.

Quisapata rents machinery for construction and mining, sells accessories and provides technical service. It competed with much larger companies (Unimaq, Tritón, SK Rental, Ipesa) and was looking for recognition. Its advantage over them was responsiveness: spare parts in stock and fast deliveries.

The client imagined the brand as a 30-year-old heavy machinery specialist, with a white hard hat, blue shirt and safety shoes. A puma, the Peruvian highlands, rock music. The five ideas that defined it best: trust, prestige, friendship, innovation and safety. And it asked us to look at Ferreyros and Komatsu, the category benchmarks.

The Q was built as a hexagon, the shape of a nut, and its tail is an excavator bucket. A single stroke says what the company does without drawing a whole machine. The name is set in a wide, technical typeface (Oxanium), with MAQUINARIAS spaced out below.

A main version, a symbol and a horizontal version, built on a grid so the brand holds up from a hard hat to a facade.

Yellow and black, the colors of heavy machinery and the ones the market already associates with the leaders. The blue the brief asked for stayed as an accent.

Quisapata came out with an identity on par with its competitors and took it to its website, brochure and uniforms.