02 Expressions · 03

Photography

Natural light, open shots with context, and real Mexico City — without filter or idealization.

Four lanes

Every brand photograph belongs to one of these. If it doesn’t, it doesn’t ship.

1. User in close-up — expressions, gestures, moments of attention and decision. Close, emotionally authentic.
2. Urban textures — CDMX architectural detail: facades, materials, reliefs, with a contemporary gaze.
3. City life — the city as a living, constantly transforming stage.
4. User interaction — people using technology naturally in daily life.

Visual tone

• Natural light. No studio gloss.
• Open shots with context; close-ups of details and textures.
• Real CDMX — chaotic, creative, human — never idealized.
• Technology present but never protagonist. The contrast between the human and the technological is felt, never explained.

With the marks

Photography meets the identity through the negative container — the icon’s geometry as a window — and through treatment four of the logo rules: Lienzo wordmark with the Bugambilia dot over photography. No other lockups over images, no effects, no overlays.