BACKGROUND & PHILOSOPHY
Medialuna (MDL) was created in 1998 by Javier Mrad and Eduardo Maraggi, becoming the first Argentinean company specializing in Brand Identity for Tv Networks.
From its beginning and as a result of its work, the company grew internationally and is acknowledged by colleagues and clients. It has also been awarded several times for its achievements in broadcast design in North and Latin America, as well as, Europe and Asia.
Nowadays, the company’s Creative Direction is lead by Eduardo Maraggi, Fernando Vallejos and Benjamin Ochoa.
As communicators, we don’t have a fixed style, or follow any particular aesthetic trend. We don’t see ourselves as artists, even though many of us in our personal life do.
We strongly believe that leaving our personal aesthetic mark in the message is not only unnecessary, but also threatens the diversity and originality of each image, as well as the right communications with the audience.
Design, concept and communication are three inseparable corner stones which support our understanding of branding:
– There’s no such thing as good design without a good concept to back it up.
– Great concepts are no good if they don’t communicate clearly.
– Communication does not succeed if there isn’t an appropriate design to make it happen.
Therefore our ideology to focus on emerging needs of each particular project, its cultural environment, its amplitude, and specify comes out naturally. Flexibility and versatility are trademarks or our work philosophy, which allows us to articulate different messages according to the ever changing communication needs.