Della Via Pneus.

Lato's story with Della Via began with an opportunity we spotted in the city itself.

At one of its branches on Avenida Juscelino Kubitschek in São Paulo, a large facade offered a scale rarely explored through art in that area. Lato approached the company with a proposal to turn it into a visual landmark.

The first language grew from concepts tied to the automotive world: speed, movement, strength and safety. We created a series inspired by some of the world's fastest animals, including the eagle and cheetah. The latter took over the large JK facade and remained for years on one of São Paulo's most important avenues.

The relationship evolved alongside the brand. When Della Via began giving its red identity greater prominence, we developed a new visual language for its branches.

This time, the starting point also came from an observation about its audience: women make up a significant share of its customers. We created large female portraits combined with gears, mechanical references, motion graphics and textures inspired by tire treads. The aim was to build a strong female presence in a visual territory traditionally associated with men, while retaining the codes of the automotive sector.

The partnership expanded to more than five branches, allowing the same visual logic to be reinterpreted across different architectures and contexts.

From a facade Lato identified as an opportunity to a language applied across multiple stores, the project shows how art, branding and urban space can work together to build recognition.

Scope: Facades · Murals · Spatial design · Art direction