In the context of the Madrid Design Festival 2023, the American Hardwood Export Council (AHEC) organized an exhibition – Natural Connections – at Matadero Madrid with the aim of fostering a playful, conscious, and nature-focused connection between materials and people. The challenge was to design a visual identity that would authentically reflect this connection with wood and nature.
To achieve this, we deliberately chose to use the Maax Raw typeface as a key element in our visual identity. Maax Raw captures the essence of the exhibition and its relationship with nature. Its unrefined appearance and closed forms evoke the authenticity of wood and AHEC’s commitment to sustainability. By combining this typeface with nature-inspired visual elements such as lines, logs, and tree rings, we created a visual identity that distinctly and cohesively represents the connection with wood. Secondary information is set inNoto Serif.