Antonio Esponda is a Mexican photographer raised in Cuernavaca, who also happens to be a close friend and collaborator with our office. He is well-known for his social media work and was looking to scale his brand into an operable business and a visual identity that could relate to his practice, philosophy and aesthetics. We wanted to shine on his virtues of simplicity and balance in his work by creating an identity based around a typographic frame that served as a structure for his work. Our main objective was to develop a restained and easy-to-use brand, letting his work to speak for itself. Although he is a very serious guy, the typographic logo with the turned over ‘s’ reflects his cheeky side.