Loica is an Argentine company with over 20 years of experience in the production of vulcanized rubber footwear. The brand has a youthful identity, with an urban and nostalgic communication style. When I started working with Loica, the main challenge was to create visual elements that could help build a consistent and recognizable brand universe for its social media presence. To achieve this, I developed a visual system based on a series of textures (such as asphalt marks, paper wrinkles, and grain) along with graphic cut-outs. Combined with imagery and the brand’s typography used at large scale, these elements formed a cohesive and impactful visual language, aligned with Loica’s communication style and brand identity.