INOUT
Frameless sliding doors.
About the project
From 2020 to 2022, Fran Herrera built the brand and the narrative system for INOUT: a frameless sliding door line engineered by Germán Noel, founder of Cristalizando, the leading glass and high-performance openings manufacturer in northern Argentina. INOUT was quoted project by project, for houses that wanted the wall to disappear. CRUDA built the identity, the language, the format INSIDERS, and the demand infrastructure. Five years on, INSIDERS is still in production — by the client, without us.
Published · Updated
A known name, a new line.
Germán Noel had built Cristalizando into the leading glass and high-performance openings manufacturer in northern Argentina: an industrial plant, façades for hospitals and towers, contracts won on volume and price.
INOUT was the opposite. A frameless system he engineered himself — 20mm vertical profiles, insulated glass — quoted project by project, for houses that wanted the wall to disappear. The product did not change; the meaning had to.
He was already known. That was the problem. Known as the reliable supplier, and that reputation does not travel up to the tier where studios are buying authorship rather than specification.
Vos elegís de qué lado estar.
The identity system.
The mark is drawn from the product's own geometry — right angles, vertices, intersections. The lines trace an opening and, at the centre, a camera lens: the brand's two axes, contemplation and movement, in a single figure.
The palette runs from electric blue (Pantone 4736 C · #1600FF) to cement green (Pantone 418 C · #3E4B41): industrial architecture plus sky and nature. The palette is the brand's argument, resolved as a system.
Type: Montserrat, tracking 14pt. Construction: modular grid 22X / 3X — logo proportions fixed by multiples of X.
Taken from the inside.
Every photograph of INOUT is taken from the inside — the same rule the format is built on.
INSIDERS.
The format: the brand interviewing the architects who decide what gets built in the region. INOUT never explains its own quality. It hosts the people whose judgment sets it. This is where the method starts.
Five years on, INSIDERS is still in production — by the client, without us. A system that outlasts the engagement proves more than one that requires us to keep running it.
What we built.
NAMING · IDENTITY · VERBAL SYSTEM
The name, the mark, the palette, the type, and the language INOUT uses to talk about itself in the market and inside its own studio.
INSIDERS
A long-form interview format hosting the architects who decide what gets built in the region. First three episodes produced with the client; still in production today, by the client, without us.
COMMUNICATIONS + DEMAND INFRASTRUCTURE
Site, launch communications, and the runbook the sales team uses when a project brief lands on their desk.
A system that outlasted the engagement.
Five years after the engagement ended, INOUT still runs the identity, the language, and INSIDERS — the format we built together — without any of it going back through CRUDA. The clearest evidence a system was built rather than delivered.
Context
5 years1
INSIDERS still in production, by the client, without us
20mm2
vertical profiles · frameless system engineered by the client
- 1 Client, verified · 2021–2026
- 2 INOUT technical spec · 2020
INSIDERS · episodes produced with the client.
Infinito al Cuadrado. August 2021 — the first episode of the format.
Sergio Cabrera Arquitectos, one of the practices that specify the system.
Horizontal Arquitectos, one of the practices that specify the system.
What this means for your company
- 01Being already known was the problem. A supplier's reputation does not travel up to the tier where studios are buying authorship, not specification.
- 02The palette is the brand's argument, resolved as a system: electric blue to cement green, industrial architecture plus sky and nature.
- 03INSIDERS is the format: INOUT never explains its own quality. It hosts the people whose judgment sets it. A system that outlasts the engagement proves more than one that requires us to keep running it.
Credits
- Client
- INOUT, Germán Noel, Founder, Cristalizando
- Sector
- Architecture
- Service
- Translated
- Where
- Salta, Argentina
- Period
- 2020 — 2022
- Team
- Fran Herrera
Questions
What did CRUDA build for INOUT?
The name, the identity, the language, and the format INSIDERS — the interview series where INOUT hosts the architects who specify the system. Plus the site and the runbook the sales team uses when a project brief lands on their desk.
Who owns INOUT?
Germán Noel, founder of Cristalizando. CRUDA built the naming, the brand, and the formats. The engineering, the patent, and the company are Germán’s.
Is INSIDERS still active?
Yes. The format is still in production — by the client, without us. The system outlasted the engagement.
What is Translated?
The twelve-week engagement in which CRUDA builds the narrative system a company uses to say what it is: platform, founder manuscript, four content pillars, website, CRM and working cadence. INOUT ran on Translated.
Next case
Karen Mannheim
Karen Mannheim's work was known only in Lima. Now it wins pitches in Miami.
Start here
Launching a new line under a name the market already knows?
Five years on, the client still runs INSIDERS without us.
Client, verified, 2021—2026
Two conversations and a written diagnosis. $950.
Start a Second Look →fran@thecruda.com