Due to limited initial reference points, defining a clear focus for the magazine and envisioning the project as a whole proved challenging at first. An early visit to the library helped establish direction, where a range of publications were collected for analysis and reference. Many of these shared common design strategies, including grid-based layouts, expressive font pairings, and generous use of imagery and color.

Film was selected as the central subject of the publication, serving as both the thematic and conceptual foundation of the project. From that point forward, the primary challenge became developing a brand from the ground up that could present the topic in an engaging way while remaining distinct from existing film magazines.

The name Filmo emerged from a play on the word “Filmoteca,” the Spanish term for a film library. Its central visual element, the eye isotype, draws from the act of watching films and the shared experience of spectatorship. A flexible visual system was developed to integrate the eye across all brand elements, including the publication itself and its marketing materials. The eye is often positioned as if observing or directing attention toward content, such as body text, headlines, or imagery. The logotype was designed using a custom typeface characterized by its heavy letterforms, resulting in a bold, playful presence that remains adaptable across different contexts.