Humberto y Lara is a collaboration between Humberto (a master carpenter and architect with over 30 years of experience creating avant-garde homes and furniture of exceptional quality) and Lara, an international entrepreneur and designer with a lifetime spent delivering luxury real estate and A-list hotels and resorts around the world.
Bringing together their flair for a beautifully creative style, and flawless, exceptional craftsmanship, Humberto y Lara create furniture that is so much more than its function.
The brand had to honour two distinct creative voices (Humberto’s thirty years of avant-garde making, and Lara’s design pedigree from years working on luxury real estate and A-list hotels) without either eclipsing the other. The work needed to read as quietly luxurious, with the craftsmanship visible in every detail.
"Furniture as architecture, architecture as furniture. The brand had to live in that space."
The scope covered the full studio identity (brand, web, photo direction and editing, and an ongoing social and marketing programme) engineered to introduce Humberto y Lara to a discerning Mexican audience of architects, interior designers and private clients as the studio establishes itself.
Every asset had to be image-led, slow, and confident. And the system had to be built to grow with the studio as it expands into a physical shop and beyond.
A considered, restrained identity that lets the craft speak: typography, mark and palette built to hold their own beside Humberto’s work and Lara’s spaces.
An image-led studio website presenting pieces, projects, and process, built for Mexican architects, designers, and private collectors.
Direction of studio and on-location shoots to capture the texture, scale and detail of Humberto y Lara pieces, set against architecture, not white seamless.
Considered post-production across every image used in the brand. Colour, mood and tonality consistent from web to social to print.
An ongoing Instagram-led programme building audience and authority: pieces, process, and the people behind the studio.
Outbound and inbound marketing aligned to a slow-luxury sales cycle, designed to support relationships with architects and interior designers across Mexico as the studio grows.
Humberto y Lara now has a considered studio brand: quiet, confident, and worthy of the work it represents. The web, photography and social system give the studio a credible voice in front of architects, designers and private clients across its initial Mexican market.
It’s the start of a continuing partnership: I’ll keep developing the brand as the studio opens its physical shop, and grow alongside it with ongoing strategic and business support, not a one-off delivery.
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