Santiago Cruz
From a personal identity to a shared symbol connecting fans worldwide.
MORE BRANDS TALKING
THEY SAID
I'm working on my next music album, and I need to establish my identity as a music artist and songwriter. I want people to feel close, like I’m writing to them. Like every song is meant for someone, not just for anyone.
WE HEARD
Santiago Cruz wanted a way to connect with his fans, something personal and authentic, something that felt like him. His music was already honest. He just needed a visual language that carried that same intimacy and would permeate every touchpoint with his fans and followers. We needed to create his brand presence and establish a brand symbol for his fans to connect with.
WHAT WE MADE
A symbol that said everything: We created a logo inspired by his surname, Cruz, which translates to cross in Spanish. We also wanted it to represent the first album, Sentidos (senses/directions in Spanish), so we created a cross made of arrows crossing in different directions. It looked hand-drawn, because it was, just like his music. The symbol became a tattoo on his arm, and later, on the arms of fans who felt part of his story.
A visual identity built from handwriting: We incorporated his handwriting throughout the album, from the title to the lyrics and even the details. Fans felt like they were reading a letter from him. Something real. Something just for them.
A brand true to every album: The logo was created for Sentidos, and then worked for Cruce de Caminos (Paths crossing), and later was applied as a post stamp for A Quien Corresponda (To Whom It May Concern), where it worked for the letter-themed album. Iterating without losing essence.
Designs that brought the songs to life: We created the album cover, the photographs, the promotional pieces, all built around the same feeling of closeness and care. With each release, the symbol adapted to match the new concept, but never lost its meaning.
An everlasting brand: Santiago’s brand is personal. And that’s why it works. It gives people something to hold onto, something they wanted to carry. And they have been carrying it, just like he has, for 20 years now.
