CHOZA: Branding and Communications Strategy
Choza, a renowned architecture firm in Argentina, seeks direction in marketing and showcasing their beautiful projects through illustrations and graphics that convey their design essence and intentions. I have thoroughly enjoyed being part of this journey, beginning with the search for inspirational images from other designers and firms.
After lots of experimenting, the final marketing strategy focuses on utilizing textures or colors that are prominent in each project. This is complemented by specific 3D and 2D illustrations that effectively capture the architects' intentions and decision-making processes. Despite the unique characteristics of each project, there is a holistic process of understanding its location, placement, constraints, materiality, purpose, and more, all contributing to the creation of the final architectural artwork. Additionally, the firm agreed on creating a dedicated client section describing their desires, needs, and any specifics as key influences of the design decisions.
This branding concept and marketing strategy have successfully attracted new clients to the firm and expanded their horizons.
South Elevation
El Refugio—The Shelter is a residential house elevated from the steep topography of the mountains of Córdoba.
The color palette reflects the natural surroundings with soft earth tones, enhancing the materiality of the design.
The facade showcases a steel frame structure, chosen for its cost and time efficiency in construction.
The floor plan reveals a fluid layout designed for a young couple. The main entrance leads to the social areas and kitchen, offering immediate views of the landscape through a full-width, perimeter porch.
The axonometric view highlights key elements of the project, including the structural framework, the flow of the layout, and the transition in roof materiality.
View towards living room and kitchen.
Casa VW was an intriguing branding project, particularly because it was the residence of one of the firm’s architects.
Exposed brick features prominently in every image, contrasting with the black and white hues of the other elements. In the perspective view, the architect's top furniture and interior design elements are showcased, highlighting the future essence and spirit of the home.
Floor Plan
3D Axon
View towards living room and patio.
3D Axon
Transverse Section Cut.
The images of Casa Pankana feature green and pink accents, combined with playful material patterns. These patterns are showcased in the stone fireplace, the concrete structure, and the wooden substructure, which creates a striking lighting pattern against the concrete walls. The client's selected furniture is present in both images, providing a realistic impression of the future spaces.
View towards living room and patio.
Floor Plan
Transverse Section Cut.
