SOO explores brand building as a strategic system where design, narrative and art direction work together to question contemporary consumption models.
SOO
IED Madrid - Students: Alberto Herrera, Tomás Morena, Gonzalo Muñoz
Academic year
2025_2026
SOO is a branding project that approaches the creation of a brand from graphic design and visual communication, developing a coherent positioning sustained through identity, communication assets and brand experience.
The project stems from a reflection on immediacy and obsolescence, using the figure of the shepherd as a conceptual axis to build a visual narrative focused on resistance, durability and the passage of time. This approach translates into an art direction based on raw typography, restrained hierarchies and a neutral palette applied consistently across different media.
The project materializes in a system including a lookbook, photographic campaign, digital environment and packaging, along with a website without direct purchasing, prioritizing storytelling and experience over transactional immediacy. Together, it proposes new ways of relating object, user and time.
Alberto Herrera, Tomás Morena and Gonzalo Muñoz are students of the Bachelor’s Degree in Graphic Design at IED Madrid.
