Nowadays, architecture has been taking enormous technological steps to solve innovative structural morphologies. However, for good design to succeed, a solid foundation is needed, and sometimes architects get too involved with order and structures. This branding is for a San Diego-based architect Jeff Svitak. Contexto studio created a minimal identity system that captures his approach to architecture and searches for that intimate connection between space and the human being. In the last years, there's been a trend sustained in time, in which housing shows perfectly square and clean. That's the kind of aesthetic Jeff has not only for his projects, but that's how Contexto studio captured his essence. Featuring a white-immaculate style, designers used clear plastic to transmit the architect's transparency and honesty. The typography choice is beautiful as it responds to the minimal aesthetic, and the spacing among characters is on point. Also, another idea to change the way to present Jeff's projects, Contexto printed some of his projects in the same clear plastic to produce a more contemporary effect. Business cards have the identity's name embossed in the white paper and additional contact information printed in black. We are fascinated by the abstraction of this personal branding project and look forward to seeing more of this studio's work.