Mar Cardona is the visual identity created for a photographer and visual creative with a provocative, unconventional and unapologetic approach. Designed to move between underground culture and refined editorial, the branding reflects Cardona’s versatility, spanning urban culture, music and meticulously crafted photography.

The identity draws on a post-brutalist, grunge aesthetic, taking inspiration from the 19th-century broadside The World Upside Down. An iconographic symbol, extracted from panel 48, is reinterpreted as a distinctive mark representing the photographer’s perspective behind the camera. Paired with a restrained, lowercase sans-serif typeface and handcrafted details, the visual language balances precision with a rebellious edge.

A rich maroon palette, primary and secondary logos, graphic stickers and grid systems form an adaptable brand identity that works across a range of applications. The result is a cohesive visual system with a direct tone of voice and a strong, recognisable character, reflecting the contrast between raw cultural expression and considered visual storytelling.