At Buenaventura, we understand that every brand is a complex universe, deserving to be told with delicacy, depth, and authenticity. That is why, beyond building solid visual systems, we add an extra layer of emotion and symbolism to our projects—what we call illustrated layers or visual narratives.
These illustrated layers are graphic elements conceived from the very essence of the concept. They materialize in pieces that not only enrich the visual system but also deepen the brand’s storytelling from a more intuitive and evocative perspective.
A Powerful Conduit for Ideas
For us, incorporating these visual narrative elements into a project means creating a space where the concept breathes and expands. In design processes, the strength of a message often weakens if it lacks the right language. These graphic pieces allow us to access an alternative form of expression, one where ideas do not require complex explanations—they become self-evident, communicating through suggestion and evocation.
In this sense, these visual elements function as a parallel visual code, complementing other components of the brand identity. They add texture, depth, and context, enhancing the overall visual language.
Illustrated layers are, above all, a powerful transmitter of ideas, transformed into compelling and memorable imagery.
Conceptual Value and Communicative Function
From this perspective, we approach their design and development as strategic components of the identity system. They expand the expressive capacity of branding, providing a deeper and more intricate narrative for each project.
These visual elements act as bridges between the abstract thinking behind a concept and its tangible visual application. If graphic design is an exercise in translating ideas, illustration offers a freer—yet equally rigorous—path to constructing meaning.
Thus, illustrated layers become powerful tools for communicating a brand from different angles. They enable us to unfold a richer, more emotional, and more relatable visual narrative. And due to their aesthetic value and meticulous craftsmanship, these pieces are also works of art in their own right.
High Added Value for Branding
Integrating graphic pieces into a visual identity provides a range of concrete and tangible benefits: uniqueness, memorability, artistic depth, and emotional resonance. In a world oversaturated with visual stimuli, a well-integrated illustration within a brand system can become a key differentiating element.
Moreover, it allows for the creation of original, high-quality, and meaningful content across various media and platforms—from packaging and publications to digital environments, events, and audiovisual applications. Each illustration becomes an opportunity to strengthen brand positioning and forge a deeper emotional connection with the audience.
The Raffles Case: Illustration as a Cultural Tribute
In the brand identity project for Raffles Residences Diriyah, illustrated layers played a central role. The challenge was to find a point of convergence between Raffles’ signature sophistication and Saudi Arabia’s cultural heritage—a fusion of worlds that had to feel respectful, elegant, and cohesive.
The visual system was structured around the idea of a flexible canvas, a concept that seamlessly united Raffles’ identity with Saudi aesthetic codes. To achieve this, we drew inspiration from ornamental motifs found in traditional Najdi architecture, particularly those adorning wooden doors—symbols deeply rooted in local culture.
Building upon these patterns, we developed a series of illustrations that reinterpreted Najdi art through a contemporary lens. We deconstructed traditional geometric forms to create new compositions that, while remaining true to their origins, could dialogue with Raffles’ refined visual language.
These illustrations were brought to life in a limited edition of silk-screen prints, designed as unique artistic pieces. Each print was meticulously crafted using high-quality techniques and materials, reinforcing the connection between artisanal heritage and contemporary sophistication.
This subtle yet powerful approach to storytelling has been extended to carefully selected materials and finishes. From packaging and editorial pieces to stationery, every element has been thoughtfully designed to reflect the essence of Raffles Residences Diriyah, adding an unparalleled level of detail and exclusivity that elevates the project’s identity into a complete sensory experience.
We find it particularly interesting to pause at this point—at the moment when the creative process transcends the final piece. In this case, the very nature of the concept took on a life of its own. Once the final identity prints were completed, an unexpected graphic piece emerged from the silkscreen printing maculatures—the test sheets used during the printing process. The accidental marks, overlaps, and repetitions became an independent visual language: unique, spontaneous, and irreproducible. It was then that we realized there was no need to force a finished form—beauty had already emerged naturally, shaped by manual gestures and controlled chance. The resulting prints, now kept in our studio, serve as a tangible witness to this creative journey—one as eloquent as it is poetic.
At Buenaventura, we believe that brands are also built through visual narratives capable of evoking emotions and leaving a lasting impression. Illustrated layers, conceived as a conceptual extension of brand identity, allow us to explore that space where design becomes infused with artistic expression. And it is precisely at this intersection—between strategy and sensibility—where we feel our work truly comes to life.
Ana Moliz
Art Director. Buenaventura.
