The PINTA Art Fair officially opened in November 2007 in New York City. In developing PINTA's brand identity,

we worked closely with the leadership to bridge the gap between the vibrancy of styles of Latin American Modern and contemporary Art culture and the exclusive New York audience experience, positioning PINTA as New York's first and premiere destination for contemporary and modern art.

Conceiving of the PINTA Fair as an event through which art from Latin America becomes available to collectors in New York and the rest of the world.  The visual identity incorporates the principle of the event  itself  using  as  a graphic  device the idea of the simplicity of a line  and  gesture  as  the  beginning  of  any  artist  endeavor,  and different metallic colors while the logo stays in vibrant bold red framing PINTA's content across all media and uses.

This idea was further interpreted throughout the digital platform their website, signage, displays, installations, and ads.