ESTOA was born as the academic extension building, a new space where the different areas of the university life converge to create a more human environment that reflects the values of the University of Monterrey (UDEM). The scope of this project is broad and takes into consideration the regulations and values of the university at each stage of the project. It is born from the need of having a modern and sustainable space where the university community can be immerse within the commercial, pedagogical, informative and recreation areas.

The name and concept behind ESTOA evolved from the institutional values (humanity, integrity) and the coincidences that exist between the UDEM and the characteristics of Ancient Greece (community, philosophy).
For the construction of the visual elements, the institutional typography New June is used as the basis. The logo is composed by the regular weight of the typography with slight modifications, such as curvatures at key points to represent the arcades of the building, one of the iconic architectural features of the building. Regarding the iconography system, fragments and features of the typography were taken, generating a homogeneous set of icons that can be used inside and outside the building, and all the spaces of the university as well.

On the other hand, the campaigns seeked that university community understands what the new building will represent in their lives, in addition, the campaigns aimed to create a connection between the students and members, and the symbolism of the edifice. Consequently, the communication had the goal to make the receptors feel part of the change and take the space as their own.

In the same way as the ancient Greek squares, ESTOA will be a prelude to the new vision that will integrate the university community.