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A Cisneros interior in Madrid
← WORK·EFC

EFC

A legacy, codified into design.
WHAT WE DID
Strategy and positioningBrand architectureNaming conventionsBrand and identityCreative directionTone of voiceDigital designWeb developmentPhotography and production
SECTORReal estate · design · private collections
DISCIPLINESStrategy · Positioning · Brand architecture · Identity · Digital · Photography
FAMILYElla Fontanals-Cisneros Group
SCOPEA constellation of companies
SCROLL
THE CONTEXT

Cisneros is a legacy name in Latin American business, behind some of the most iconic ventures in the region, from Pepsi Venezuela to pioneering telecommunications companies sold to BellSouth and Telefónica, alongside deep contributions to the arts across continents.

The family represents a rare intersection: visionary entrepreneurship and refined cultural sensibility, in the same lineage.

Interior, Madrid
MADRID · THE TASTE THE BRAND HAD TO BE BUILT FROM
THE CHALLENGE

A constellation of companies, and one name that has to hold all of them.

Being entrusted with the complete brand ecosystem for one of Latin America's most emblematic family dynasties is an honour and a high wire act. Mrs Cisneros, known for her tireless energy, discerning taste and global vision, asked for a unified yet flexible architecture.

The constellation runs from real estate and furniture to private collections and cultural foundations. Each has its own audience and its own tempo, and all of them sit under EFC.

THE INSIGHT
Not disparate ventures. A single vision expressed through multiple forms.
What sets the legacy apart is not the magnitude of the business achievements but the consistency of the values behind them: sophistication, cultural integrity and excellence. Business, architecture, furniture, art and philanthropy are the same instinct, applied to different material. The task was to translate that into a structure that honours the origin and still leaves room to expand.
The EFC brand family: the parent lockup and three endorsements
THE BRAND FAMILY · ONE LOCKUP, THREE ENDORSEMENTS
THE ARCHITECTURE

One family, three houses, and a system that lets each keep its own character.

We built the EFC Brand Family: unified visual identities, naming conventions and communication tone, applied so that a shared parent never flattens the individual businesses beneath it.

Ella Fontanals-Cisneros GroupEFC · THE PARENT
EFC StudioACQUISITION, DEVELOPMENT AND MANAGEMENT
EFC PropertiesLUXURY DEVELOPMENTS, GLOBALLY
EFC SolutionsPREMIUM MATERIALS FOR LUXURY REAL ESTATE
EACH BRAND TREATED AS AN EXTENSION OF MRS CISNEROS HERSELF · DRIVEN, REFINED, GLOBALLY FLUENT
THE IDENTITY

Drawn from a taste formed between Asia, Europe and Latin America.

A restrained navy and cream system, set in type that reads as an institution rather than a season. The mark holds the group and the three houses without any of them shouting over the others.

THE CARD · WHERE THE SYSTEM IS FIRST HELD
THE ARCHITECTURE, AS DRAWN FOR THE FAMILY
THE WORK ITSELF

Photographed as the family actually lives with it.

Interiors, collections and objects documented in place rather than staged, so the brand's claim to taste is evidenced rather than asserted.

THE COLLECTION, HUNG
COLOUR, USED WITHOUT FEAR
A ROOM THAT ARGUES FOR ITSELF
THE LIVING SPACE
THE DETAIL · WHERE THE STANDARD SHOWS
THE DIGITAL

Where artistry, luxury and timeless elegance intersect.

A site for each house, built on one design system so the group reads as a group. Past projects, capability and the people behind them, presented with the restraint the work demands.

The tone was written once and applied across all three, which is the only way a family office keeps a consistent voice while three different businesses use it daily.

The EFC website
EFC · PAST PROJECTS, PRESENTED AS A PORTFOLIO RATHER THAN A CATALOGUE
THREE SITES, ONE SYSTEM
IN THE HAND
WELCOME TO EFC · THE OPENING ARGUMENT
THE PRESENTATION SYSTEM
THE RESULT
It is not a brand architecture. It is a legacy, codified into design.
What began as a branding task became a longer partnership built on trust and admiration. The EFC system now functions as a living record of intergenerational excellence and cultural leadership, and it is one of the most meaningful projects this agency has undertaken.
THE PROOF
3HOUSES UNDER ONE PARENT: STUDIO, PROPERTIES, SOLUTIONS
1SYSTEM, FLEXIBLE ENOUGH FOR ALL OF THEM
3CONTINENTS OF INFLUENCE IN THE TASTE BEHIND IT
0SUB BRANDS THAT LOST THEIR OWN CHARACTER