Tierra
Curada.
The visual language of Guardia Designs — a quiet conversation between Mexican modernism and Arizona desert minimalism, expressed through the AriMexico™ sensibility. This guide defines the palette, typography, materials, and principles that hold it together.
Six colors. One emotion.
The palette is drawn from the AriMexico™ sensibility — warm desert earth tones held against limewash calm. Terracotta and ochre carry warmth; desert sage adds depth; limewash and volcanic form the architecture.
Terracotta
Primary accent
#CE4E27
Ochre
Secondary
#BC882F
Desert Sage
Tonal depth
#7D885E
Burnt Sienna
Warm shadow
#9B4227
Limewash
Background
#F6F2E5
Volcanic
Ink / dark
#1A1613
Three voices.
A geometric grotesque for structure, a humanist sans for body, and a soft serif italic for the moments that ask for feeling.
Display & Wordmark
Archivo
Weight 600
GUARDIA / DESIGNS
Geometric grotesque. Used for the wordmark, navigation, labels, and uppercase tracked headings.
Headings & Body
Inter
Weight 500
Modernism with Mexican soul.
The workhorse — section headings, body copy, and UI. Tight tracking, medium weight for headings; regular for body.
Editorial Italic
Fraunces
Weight 400 italic
Tierra Curada.
A soft serif used in italic for emotional accents — pull quotes, founder asides, and the occasional flourish.
Honest, handcrafted, ageless.
Every material is chosen for its honesty — the way it accepts light, records use, and admits what it is. Sourced at origin, placed with intention.
Oaxacan stonecutters
Volcanic Basalt
Honest, heavy, ageless. Used for islands, thresholds, and trays — material that records time.
Puebla · Marrakech
Talavera & Zellige
Hand-cut ceramic geometry. Two craft traditions speaking the same language of glaze and pattern.
Architectural envelope
Travertine & Plaster
Lime plaster and honed travertine — the quiet bones every room is built on. Light gathers here.
Oaxacan dyes · Zapotec weave
Cochineal & Indigo
Color as architecture. A single saturated plane of cochineal or indigo, held against the calm.
Four rules. No exceptions.
Architecture first.
A room is planes, light, and proportion. Decoration follows — and rarely.
Everything earns its place.
If an object does not do something essential, it goes. Restraint is the discipline.
Material is honest.
Volcanic stone, mesquite, lime plaster, hand-loomed wool. Things that age well and admit what they are.
Color as emotion.
A single bold plane of cochineal or indigo — held against the calm. Color as a held breath, not wallpaper.