THE NEW SIDE OF LIVING

Challenge: A new mixed-use development in Nuevo Cuscatlán was bringing something the local market had never seen: homes, short-term rentals and commercial life, all within the same complex. As the first in sforma’s triangular line, created for people on the rise, the brand had to bring order to a complex offer and speak to very different audiences at once: those looking for a home, those looking to invest and those looking for the convenience of having everything close by. Solution: A new kind of project called for a new way of seeing it. We named it Lateral: in a triangle, the word means side; as an attitude, it means thinking differently. The triangle also gave the offer its structure. Each side became a tower, X, Y and Z, with its own color. Three sides, one shape, one brand for people who draw their own path.


Strategy & Concept | Naming | Branding | Voice & Messaging | Brand Experience
Role: Brand design, strategy, and naming, developed alongside a brand strategist and a design lead.
Never the same angle
The wordmark moves, turns and rebuilds itself, shifting freely across formats while staying unmistakably Lateral.
Another point of view
Two L’s meet to form the symbol, the beginning and the end of the name facing each other. The same idea shapes the brand’s key graphic resource: a smaller, rescaled version of an image placed over the original. Same thing, seen from another side. Look again.
Bold by system
Like every sforma project, black and white anchor the brand, while cyan, yellow and orange give it energy, one for each side of the triangle. Typography and layouts follow the same logic: bold, flexible and ready for any format.
Piensa lateral
The voice grows with the project, one phrase for each moment of the brand. Piensa lateral, descubre lateral introduced it. Vive lateral invited people in. Explora lateral opens the way to what comes next.
A grid that moves
Across billboards and campaigns, the design is as bold as the message. Color takes over the space, and a dynamic grid shifts with each layout. Still images, video and layered visuals share the same frame, so no two pieces ever look the same.
A call to action
Most projects name their spaces for what they are: gym, terrace, pool. For Lateral, we named each experience as an invitation instead: Power Up, Look Out, Dive Deep. Rather than describing a place, the names suggest what to do with it.

The next question
Once interest turns into questions, the answers arrive by email. Each pre-quote speaks to who’s asking: bienvenido a una nueva forma de invertir for investors, bienvenido a una nueva forma de vivir for future residents. Even the highlighted experiences change, from luggage rooms and the pool for one to the dog park for the other.​​​​​​​
Explora lateral
A brand built on lateral thinking is never finished, only ready for its next move. Whether they came to live, to invest or to have everything close by, each audience found its own side of the same shape.
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