The studio was commissioned to lead the creative direction and visual identity for Ponto, a multidisciplinary platform structured around three strategic nuclei—MAP, SHARP, and FLECHA—each operating at the intersection of culture, branding, and critical thought. The objective was to articulate Ponto’s conceptual depth and contemporary positioning through a cohesive, editorially-driven identity. Drawing inspiration from modernist graphic systems, digital brutalism, and independent publishing culture, the studio crafted a brand language that is both intellectually precise and visually bold. Central to the identity is a philosophical understanding of culture: as a complex surface, as an organic network of connections, as a field of focus and blur, and ultimately as a timeless point of departure. These principles informed the entire visual system—from the structured grid and monochromatic palette to the typographic clarity and recurring use of the “target” symbol. The outcome is an identity that balances discipline and tension, allowing for both consistency and expressive elasticity. More than a visual framework, the work positions Ponto as a cultural engine—capable of generating critical narratives, forging strategic partnerships, and setting aesthetic standards that resonate across time and context.