About Us: Visual Communication.
Publication date: October 2024.
The Visual Communication team at Gómez Platero Architecture & Urbanism plays a crucial role in translating the Studio's vision and that of its clients into cohesive, impactful visual messaging. With a holistic approach, this team doesn’t just create visuals but guides everyone involved, ensuring every element of communication aligns with the project’s identity and objectives.
Reading time: 5 minutes
Acting as a bridge between design intent and audience perception, Visual Communication’s role extends beyond visual production to a deep understanding of both the Studio’s and clients’ needs. This allows for the creation of materials that resonate with the project's identity and the people behind it.
“We support the Studio and clients by crafting visual communication at every scale. The key word is ‘support’—we don’t simply take inputs; we create dialogue,” says Valentina Ordoqui, Head of Visual Communication. “We handle all institutional visual content, from social media to presentations, portfolios, and proposals. Our work spans the entire creative and production process, ensuring each piece communicates our vision for architecture and urbanism. We also oversee production, interacting directly with providers from print shops to signage and programming specialists.”
The team consists of professionals with a broad range of expertise, from architects with design backgrounds to designers specializing in communication, audiovisual, graphic, and digital media.
While there are two sub-teams—one focusing on institutional needs and the other on project work—each member collaborates closely to achieve a unified vision. Visual communication is a core discipline in the Studio, interacting with departments like marketing, HR, and project teams to ensure design is present in all aspects of architectural practice, from project signage to commercial presentations.
“We shape the visual layer of communication design, helping to define each project’s identity. This adds a dimension that conveys the specific atmosphere developments need, balancing functionality and communication,” adds Ordoqui.
Adaptability and Resilience as Guiding Principles
One of the department’s main challenges is managing simultaneous demands from various departments and projects, each with unique timelines and requirements. Flexibility and the ability to adapt while maintaining cohesive design and customizing for client needs are essential.
Building resilient visual communication systems is a core principle. This means developing a graphic identity and visual system that withstands time, adapting to challenges as projects evolve. This applies not only to projects but also to an institutional brand, reflecting core values and adapting to shifting markets, audiences, and circumstances.
“For our internal client, the Studio, we handle everything from conference presentations to brand visibility on any platform. For clients, we develop communication tools: branding, brochures, sales sheets, project signage, and more,” Ordoqui adds.
Project identity accompanies each stage and evolves; visual identity is a living entity that grows with the project or organization. As market conditions or audience needs change, identity remains strong in its values while adapting to remain effective. Resilient visual communication allows for consistency with flexibility, adapting to new platforms and audiences.
Innovating Visual Language
Visual Communication is at the forefront of technology, continuously evaluating tools and methods that enhance quality and response time. Yet, some elements never fade, such as personalization and audience focus, ensuring each visual piece not only fulfills its role but also connects meaningfully with its audience. “Some tools are timeless, like the designer’s pencil. Recently, we’ve been innovating in audiovisuals, integrating more senses to create a client experience,” concludes Ordoqui.
At Gómez Platero, Visual Communication is more than design support; it’s an essential part of bringing ideas to life and connecting them to the world. From visual identity creation to project signage, this team ensures every visual message aligns with the Studio’s vision and values, making a decisive impact on each project’s success.
