1231org was asked to develop the branding for the first Latin American modern & contemporary art fair in New York City. We developed an expressive design branding celebrating the dialogue between a point and a line as the onset of a creative act. To translate these ideas visually, we used bold typography for the name ‘Pinta’ establishing a distinctive look that contrasted with the thin variant line strokes. Solid metallic colors were used for the covers of collateral materials, books, and catalogs contrasting the simple gestures. The identity system was flexible to adapt to the many applications from environmental designs to signage, digital presence, web design, social media, catalogs, ads, and collateral materials. The project extended for three years until the  first fair opened in London at the Tate Museum.