Macarena Pozzuto

Fotosprint is a photo lab and printing platform that offers a fast and easy way to print photographs. From analog film development to digital printing, what began as a simple lab has evolved into a comprehensive photo store. Fotosprint proposes a space, a frame, a physical and digital pause, where people can express themselves through photography.

The project’s goal was to redesign the brand developing a more modern and contemporary visual identity. In addition to the logo redesign, we developed a solid, modular, and flexible graphic system, with a strong use of color and repetition as an identifying element, designed to strengthen brand recognition and ensure consistency across future applications.

MIA is a school and accelerator founded in Argentina that supports projects within the cryptocurrency sector. Its mission is to train and support university students through education and mentorship facilitating their entry into the job market and their active participation in the cryptocurrency ecosystem. In addition, they assist participants throughout the development of their own projects. MIA’s ultimate goal is to build a community with a shared vision and values, and to position itself as a leading reference in the Argentinian crypto sector.

The core concept of the brand is based on the idea of expansion. We designed a dynamic and flexible logo, capable of growing, transforming, and adapting to different formats and contexts. The visual language is built around the digital universe. We developed a system of gradients, containers and symbols that reinforces the notion of expansion and evolution. We worked closely with the MIA team to develop a bold, modern, and youthful brand identity that stands out within the crypto ecosystem.

Lupai is an AI assistant designed to answer questions about migration and local work dynamics in Germany. The project was born out of the concrete needs of migrants facing the difficulties of German bureaucracy. As there is no single, reliable source of information in Spanish or English, Lupai’s team decided to create an app that could meet these needs and help the whole community.

Built around connection, community, and chat-based conversation, Lupai’s visual identity translates digital interaction into a clear and human visual language. It features a flexible, modular system based on boxes that comes across as the brand’s core communication element, supporting both text and imagery. Inspired by community solidarity and powered by AI, Lupai bridges the digital and the human through a visual identity focused on guidance, trust, and approachability.

Milan Kundera dijo que la vida es un boceto is an independent poetry publication, written and designed as part of an experimental writing workshop.

This personal project explores, through words and images, my perspective on transcendental themes such as identity construction, migration, modern love, and family. Throughout the process of creating this editorial piece, I rediscovered the direct relationship between thinking, writing, and designing, confirming that expression through words and expression through images are equally fundamental to all of my creative processes.

Creative direction and design for the 2024 Pride campaign commissioned by the Barcelona City Council. The project aimed to increase the visibility of LGBTIQ+ Pride, position Barcelona as a proudly diverse city, and convey a message of positive reinforcement and empowerment.

To achieve this, we developed a bold visual identity and a flexible graphic system designed to communicate the campaign’s messages clearly and effectively. The visual concept is built around chromatic fusion as a symbol of diversity, with all messages radiating the colors of the LGBTIQ+ flag, reclaiming their rightful space throughout the city of Barcelona.

Montserrat, 1,000 Years is a commemorative exhibition presented at Palau Robert in Barcelona celebrating the millennium of Montserrat, one of Catalonia’s most significant symbols. The exhibition offers a contemporary, human, and collective perspective on the monastery and the mountain. It highlights a Montserrat that belongs to everyone and explores the different ways of seeing and experiencing it by giving voice to multiple testimonies.

The project involved the creative direction and design of the communication campaign and its graphic application within the exhibition space. The objective was to express Montserrat’s plurality, connecting its millenary legacy with a contemporary and accessible approach for a broad audience. The conceptual proposal is built around a reinterpretation of the mountain’s iconic rock formations. Through the use of color, layering, and repetition, the graphic system conveys multiplicity, projecting a Montserrat that is diverse, current, and open to all.

Hero Next Door is a creative production studio based in New York that merges cutting-edge technology with elevated creative thinking to shape the future of brand storytelling. As CG experts, they create digital twins and AI-driven visual systems that allow brands to generate adaptable, high-quality content across multiple platforms. By combining generative AI with advanced production techniques, the studio redefines how content is imagined, produced, and scaled for today’s evolving media landscape.

Built around the metaphor embedded in its name, Hero Next Door’s visual identity translates the idea of a door as both threshold and reveal, a bold form that opens to expose what lies behind it. Conceived as a mask, the logo becomes a solid, adaptable block that suggests action, framing, and unveiling. Its strong, adaptable structure allows the mark to shift seamlessly across touchpoints and formats while maintaining impact. A clean, minimal layout system creates space for 3D imagery and motion content to take center stage as the brand’s true protagonist.