1stAveDesign by 1stAveMachine offers innovative branding design and visual identity solutions
1stAveMachine, the globally recognized creative production company celebrated for its visionary storytelling and innovative content, has officially launched 1stAveDesign. This new design division expands the company’s capabilities, offering advanced creative solutions in branding, typography, visual identity, and strategic design. With this launch, 1stAveMachine strengthens its position at the forefront of global design and production, marking a bold step forward in its evolving creative ecosystem.
1stAveDesign specializes in delivering full-spectrum design services tailored to individuals, startups, mid-sized businesses, and multinational corporations across sectors including technology, food and beverage, gaming, and music. The division’s mission is clear—design is no longer just visual, it’s emotional. By providing cohesive branding strategies and immersive design experiences, 1stAveDesign empowers brands to connect deeply with their audiences through powerful storytelling and impactful visuals.
A core component of 1stAveDesign’s approach is its unique concept of “journeys.” These are personalized design pathways that guide brands through phases such as brand building, rebranding, transformation, expansion, and harmonization. Each journey is powered by Unit, a process that integrates branding strategy with key visual components—digital content, iconography, UX, typography, illustration systems, motion guidelines, and more. This holistic method ensures brand consistency while allowing creative flexibility and innovation.
The launch of 1stAveDesign is built on a solid foundation of experience. Over the past two decades, 1stAveMachine has produced award-winning video, digital, and experiential content for top-tier agencies and global brands. That legacy now extends to design, as seen in 1stAveDesign’s notable projects: a comprehensive rebrand of the São Paulo Symphony Orchestra (OSESP), a refreshed visual identity and launch film for WhatsApp, brand development for Meta’s series Are We There Yet, and detailed illustration systems for Facebook and NuBank. These high-profile campaigns underscore the division’s creative range and strategic design excellence.
In celebration of the new division, 1stAveDesign has released Symphony, a limited-edition 150-page book that explores the creative journey from concept to execution. The book is a tactile expression of the division’s philosophy—featuring a cloth-wrapped, screen-printed cover—and captures the emotions, challenges, and inspirations behind its most memorable projects. With only 500 copies in circulation, Symphony will be exclusively available to 1stAveDesign’s key partners and clients, offering a rare glimpse into the artistry behind the brand.
The leadership team at 1stAveDesign includes Gianluca Fallone as Executive Creative Director, Santiago Moncalvo as Executive Producer, and Lautaro Brunatti as Managing Partner. Together, they bring a wealth of experience in creative direction, production, and international talent development. Their collective vision shapes the identity of 1stAveDesign as a global hub for design innovation, driven by purpose and passion.
At the heart of the division is a curated network of creative studios from Argentina, Brazil, and Spain. These include design and animation studio HUESO, graphic design studio Asís, branding specialists Pánico, design duo Paz MiAmor, São Paulo collective Polar, and type designers YaniGuille & Co. United by a shared creative philosophy, these partners form the foundation of a design ecosystem set to expand into Europe and the United States in the near future.
1stAveDesign challenges traditional views of branding by viewing design as an evolving emotional connection rather than a static identity. As Executive Creative Director Gianluca Fallone explains, design today is about feeling, interaction, and long-term resonance. This philosophy informs the division’s approach—balancing the creative freedom to explore with a deep respect for the strategic limits defined by brand guidelines. It’s this blend of artistry and discipline that positions 1stAveDesign as a new force in the world of branding and design.
All images courtesy of 1stAveMachine
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