RUFUS
Art direction / Illustrations
2024
Rufus is a project that supports young people on their journey toward independent living, helping them leave the nest and build a home of their own. It offers a space where they can feel safe, supported, and accompanied throughout the moving-out process. While the project focuses on the city of Buenos Aires as its initial area of study, its ultimate goal is to expand to larger areas and other cities.
Lack of representation for young people in the real estate environment.
Problem
This project focused on young people, helping them find a home and prepare for the challenges that come with independent living. It guided them in understanding rental costs and budgeting for a sustainable lifestyle (without starving in the process).
Creating an engaging multi-channel project.
Solution
The goal was to be present across different communication channels.
It began as an app connecting people with homes and owners, and expanded into neighborhood events. Finally, a podcast shared neighbors’ stories and the experiences they grew up with.
Listen on Spotify
(Spanish audio only)
Rufus, a companion that embodies empathy and the “porteño” lifestyle.
Outcome
The project concluded with our mascot becoming its greatest strength.
Rufus is an ovenbird, Argentina’s national bird, known for building its own nest like a small house. We recognized a strong connection between this trait and the project’s core concept. By adding a “porteño” accent, Rufus became an icon for those starting an independent life in Buenos Aires.
