Estoico

estoico.uyArchitecture and furniture

Estoico is a Uruguayan architecture and furniture design studio with its own workshop in Montevideo. In collaboration with Lucía Legelén, we renewed its brand and took it to social media, print, clothing and the Feria de la Construcción trade fair.

Estoico presented itself as “Estoico Taller” (Estoico Workshop), but it already did much more: it designs the building and makes the furniture as a single system. The change had started inside, and the brand could not tell that story. First the message had to be put in order; then it had to be communicated.

We took the name as an attitude: calm, sobriety, things made to last. We redrew the Σ and split it into two colors, graphite for Architecture and bronze for Furniture, with a wide, firm typeface and an arrow that sets the rhythm. With that we built the brand manual, a brief with the manifesto and the values, and a content calendar that mixes built work, process and Stoic quotes.

The brand relaunched on social media in July 2025 and kept posting on Instagram and LinkedIn until March 2026. It reached the workshop’s clothing, a typographic T-shirt and a fold-out brochure for the Feria de la Construcción, held October 15 to 19 at the Rural del Prado, where Estoico had its own stand. We also made changes to estoico.uy, mostly on the inner pages: Services, About us and Projects.

Brief and brand strategy
Visual identity and brand manual
Content calendar
Content for Instagram and LinkedIn
Typographic T-shirt
Fold-out brochure
Materials for the Feria de la Construcción
Website updates

Team

In collaboration with

Lucía Legelén

Milestones

Brand manual	The Σ in two colors	2025
Relaunch	The new brand on social media	2025
Feria de la Construcción	Rural del Prado, October 15 to 19	2025

The T-shirt artwork: ARQUITECTURA&EQUIPAMIENTO repeated in cut-out and solid letters

The typographic T-shirt being worn, seen from the back, at the Feria de la Construcción stand

Both sides of the fold-out brochure: furniture, contact and cover; who we are and the architecture services

Post with Seneca’s quote “La serenidad es la verdadera fuerza” (serenity is true strength), in bronze on graphite

The Services page of estoico.uy on a laptop: Architecture, 01 Preliminary design and Feasibility

Post about a project: the MUFP locker rooms, with the club crest on the cabinetry

Estoico’s values on the About us page, on a phone: essentiality, coherence, sobriety, durability

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