DUy 2025: del diseño al negocio

We designed the DUy 2025 brand: From Design to Business together with a team of partner designers from the Uruguayan Chamber of Design.

The DUy 2025 event is organized under the motto "From Design to Business" ("Del diseño al negocio" in Spanish), which is the central theme of this edition and seeks to emphasize the productive and strategic role of design in the national economy. This is the 13th edition of the event, and its main focus is on "managing design to scale value."

The guideline "From Design to Business" and its equivalent "from the ethereal to the concrete" seek to communicate a transformation. It is visually manifested through blurred elements that gradually become defined and with delineated edges. This graphic representation, consistent with the objective of the event, symbolizes the transition from the abstract, intangible, or purely creative to the tangible, structured, and applicable to the business world. This resonates with the goal of translating creativity into concrete and profitable results.
Considering the event's brand audiences are highly diverse (institutes, all levels of government, various design studios, media outlets, and internal audiences such as speakers, suppliers, and the Nelly Goitiño Room technical team), to achieve clarity and functionality in the communication, we relied on two basic elements: an animated gradient background and black monochromatic elements.
The animated gradient background suggests dynamism, evolution, and the constant flow involved in managing design toward business results.

The black monochromatic elements, which transition from a blurred to a defined state, reinforce the seriousness, professionalism, and clarity of the message. This minimalist and direct approach emphasizes the concretization of ideas in a final, well-defined format, which is essential for the transition from design to business and for the professionalization and scaling of projects.

The concept of transforming creative into profitable and managing to scale value was central to DUy 2025. The visual elements are a coherent graphic interpretation, and we hope it was visually striking.

Thanks to CDU, Agiled (web design), and Crearte Comunicación (graphics industry) for giving me the creative freedom to build a brand that works for all audiences and continue it on physical and digital media. I repeat, designing for designers is like operating on a surgeon who is awake.