Distinct by design
F Prima
(MEXICO CITY, MEXICO · 2024)
(BRANDING)
F Prima is a construction brand based in Mexico City that merges technical excellence with thoughtful design. Inspired by the mathematical theory f′ (f prima)—which represents the derivative or the rate of change—the brand symbolizes evolution, precision, and the constant shaping of space through intention.
ABOUT.
F Prima was born from the idea that construction isn’t just about erecting structures—it’s about transforming concepts into spaces that endure. The name, drawn from calculus, reflects the brand’s guiding philosophy: every decision leaves a trace, every detail affects the whole. With this framework, F Prima positions itself not just as a construction company, but as a force of thoughtful progression, where every project is treated as a calculated step forward in shaping the built environment.
Our work focused on translating this abstract yet powerful concept into a tangible visual and verbal identity. From the minimal, grid-based branding system to the clean typographic language and conceptual storytelling, F Prima’s identity evokes control, balance, and forward movement. The brand communicates to architects, developers, and visionaries who value precision as much as creativity—proving that construction, when rooted in clarity and meaning, becomes a craft of transformation.
