Working alongside SUM, this campaign was curated to speak to the fans and the culture of the Mexican National Team in the states. Carved in the walls, these marks were created to celebrate Mexican heritage by capturing the most unique components of the game we know and love the most.
I created a library of unique symbols and icons that will span across different campaign pieces. They serve as the centerpiece of large installations while working with the environments, etched together like a sun stone telling one big cultural story.
Provided with an initial logo from the client, my challenge was to revise and construct the brand’s main lockup. The goal was to integrate the crest for the Mexican National Team as well as the #MEXTOUR asset our team developed during the last Mextour campaign. Instead of bringing the focus to certain letterforms, I simplified the wordmark and created a hierarchy where it will always be the main read.
The campaign imagery explores the connection between the players and the local fans. By pairing mirroring poses of fans in local environments with Mexican National Team players in-game, we showcase the passion behind the beautiful game. For Mextour, it doesn’t matter where you’re coming from, because SOMOS LOCALES.
The color palette pulls from images that evoke a sense of modern, cultural heritage. The reimagining and celebration of colors that have existed in the Mexican culture for generations. All of these tones adorn our people and serve as a sense of expression; telling our story through the food we eat, the clothes we wear, and the land we stand on.
When establishing typography for the campaign, a large part of the consideration had to be put on where the information would live. A wide, impactful sans serif paired with a thinner iteration was the solution for team information. Secondary information worked best as a contrasted, more narrow width typeface. The challenge was finding complimentary typography that delivered readability across in-stadium graphics as well as smaller broadcast creative.
END RESULT: As a culmination of an idea that has been years in the works, it is safe to say that the execution of this campaign has been a labor of love. As a proud Mexican-American, this campaign was a way to celebrate my culture and share it with the world. Released on May 5, 2021, the response to the campaign has been overwhelmingly positive.