PORTAFOLIO | Marigold Estudio

Projects
Constellations
IMPACT

Here we translate causes into visual systems with political soul and powerful aesthetics.

Captura de pantalla 2025-08-15 a la(s) 7.36.12 p.m..png

assets_task_01jyfqnqdgfyv9835pswtz4fsg_1750727464_img_1.webp

Explore the full portfolio

HERE

What does equity look like?
VISUAL IDENTITY — MINISTRY OF EQUALITY, COLOMBIA

THE CHALLENGE

The Ministry of Equality and Equity — led at the time by Francia Márquez — needed a visual narrative that transcended the generic, unified criteria, and embodied a historic mission: to represent the marginalized communities long ignored by the State, as well as the rest of the country that still struggles to understand why this ministry matters to everyone.

Although there was an existing visual system from the National Government that had to be respected, it failed to capture the symbolic, emotional, and political dimension of the new ministry. The internal design team was talented but lacked a shared compass, resulting in a fragmented and inconsistent visual output.

We also faced a key aesthetic challenge:
to avoid the clichés of what’s considered “authentic” or “folkloric” — earth tones, postcard-style fonts, and empty decorative motifs.

We wanted a visual identity that was neither institutional nor condescending, but rather contemporary, powerful, and vibrant — one capable of honoring the struggle without reducing it to a postcard of diversity.

PHASE 2: CORE

In this phase, we designed the Ministry’s central visual narrative with a clear focus: representing diversity without falling into the obvious.
The goal was to build a visual identity that felt both institutional and emotional — one capable of connection and lasting impact.

🔧 What we built:

A modular visual system with a vibrant color identity, clear typography, and flexible guidelines.
A visual pattern inspired by Colombia’s social and cultural fabric — avoiding the clichés of the “typical” or folkloric and embracing a contemporary, editorial, and symbolically powerful aesthetic.
Realistic illustrations, duotone imagery, collages, and textures that reflect ethnic, cultural, and territorial diversity.
Strategic use of color, combining gradient bands and vibrant blocks that evoke plurality without visual overload.
A visual implementation guide with practical examples for print and digital formats, empowering decentralized design teams to maintain consistency.

The visual system was conceived as a living language — adaptable, powerful, and aligned with the political message of justice, inclusion, and equity.

PHASE 3: ORBITS

We designed multiple key assets to translate the conceptual framework into practical application:

Event signage
Inclusive infographics
Social media templates
Design team guidelines
Original illustrations for educational materials and campaigns

And, as always, we delivered an Artefact — a master manual containing the project’s Narrative OS.

At Marigold Estudio, we activated an Impact Constellation for this project.
We diagnosed the state of the visual communication, audited existing materials, and designed a graphic narrative to serve as a guiding light for the entire team.

PHASE 1: CARTOGRAPHY

We carried out an audit of previous materials, conducted interviews with the internal team, and performed a semiotic analysis of the existing institutional communication.
We identified key tensions: messages that failed to connect, visual resources that didn’t represent the mission, and the need for a voice with character — coherent, emotionally powerful, and unmistakably distinct.