EDGAR DETAILING

The Challenge: Edgar initially approached me with a concept generated via AI. While it served as a starting point, it lacked the human touch and visual precision needed for a professional brand. More importantly, he wanted an identity that honored his family’s long-standing legacy in the automotive care industry while capturing the energetic spirit of local Argentine car culture.

The Solution: Taking his initial concept, I crafted a bespoke visual identity from the ground up. I refined the typography with aggressive, sharp angles inspired by motorsport imagery, paired with a custom flame mark that incorporates his heritage. The result is a bold, high-contrast system applied seamlessly across apparel, merchandise, print collateral, and marketing assets that elevates Edgar’s brand from a simple service to an authentic badge of craftsmanship.