Overview

Summary: Developed a visual identity and brand book for a fictional Music Festival in Mexico City, merging electronic pop with Mexican cultural elements to create community and celebrate diversity through music.

Responsibilities: Lead Graphic Designer, overseeing brand concept, visual identity, and application across digital and physical assets.

Research

Gathered visual inspiration from Mexico City’s urban landscape, cultural symbols, and the dynamic contrasts within electronic music, creating moodboards to capture the festival’s aesthetic direction.

For my visual design direction I was inspired by older media from the 80s and 90s such as rave flyers/posters, magazines, ads, and album art. What stood out to me the most when researching this type of media was the similarities in shapes, typefaces and colors.

Design Concept/Process

The brand identity channels the electric and energetic feel of electronic pop music while grounding it in Mexican cultural motifs and colors, reflecting both modern and traditional aspects of the location and the music genre.

Used a cohesive color system of muted lime, ruby red, serpent green, and ink black. Fonts include Century Gothic, Helvetica, and SF Mono.

Logo Explorations

Designed primary and secondary marks that embody the festival’s name.

Final Deliverables

Created a comprehensive brand book with guidelines detailing logo usage, color system, typography, and application across mediums.

Designed assets for marketing, such as posters, tickets, and merchandise, as well as on-site materials like signage and wristbands.

Retrospective

This project felt personal as it taught me the importance of cultural sensitivity in design and the role of visual storytelling in creating an engaging, immersive experience.

The branding design established a memorable identity that resonated with the target audience, enhancing the festival’s immersive and inclusive atmosphere.