City Branding ✦
Mexico City
Project Details
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The objective was to select a city and undertake comprehensive branding efforts. I chose “Mexico City” and meticulously researched every aspect of its culture, gastronomy, history, iconic landmarks, and renowned artists. My goal was to create a contemporary visual identity while simultaneously designing a dynamic brochure and website.
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Moodboards
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The importance of the research was to search the most iconic places, then choose one of them to be the representation of the city and represented into the logo.
When I searched the information, I created this moldboard of the most iconic things and ideas for the creation of the logo. Also I added the past logos of the city to see what was working and what not was that accurate and make during that my design was simple but also eye catching and the people want to visit Mexico City.
Sketches
The sketches on the right side represented the following places / monuments:
1. Angel of Independence
2. The Palace of Fine Arts
3. The Metro of Mexico City
4. The Latin-American Tower
5. The Metro of Mexico City Stations Map
I had to choose five of them and create digital refinements.
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Digital Drafts
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Here were some of the refinements for the five sketches that I choose. After a review I had to choose three of them.
For the one that I got a better approval, I did some refinements and different variations of the first digital draft. Then for the other feedback I modified and I created two more digital drafts. Then after a lot of refinements I desided to choose a different perspective of the angel of independence, but maintaining a simplicity for the best performance of it, and create variation of the logo to have a diversity offstage options for the different merch and the out-of-home advertising.
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Final Designs
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Describe your image
Gold Color
Gold Color
Describe your image
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Moodboards
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After the logo creation was the time to create the moodboard for the brochure, website, merch and out-of-home advertising.
Here are some of the iconic places of the city.
This images are the reflection of it, and also shows the diversity of the city allowing me to create something dynamic (modern), but also cultural and traditional.
Sketches
After having a better idea of the city, I created different options of a brochure.
And I designed a origami butterfly also a way to holding the brochure.
Also I had created some sketches for the instagram and then I created them in digital.
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Digital Drafts
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So when I was creating the brochure I added a lot of image that I believed was representing Mexico City, and also I had created the Mexico City Map illustration and the instructions to create the origami butterfly.
Her was the other logo because it was how I designed at fist, but I changed the logo for the new one and I modify the brochure only keeping one image or two in the different sections of the brochure and I refined the instructions to make it look more accurate and I replaced the typography for the one that is at the logo.
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Brochure Design
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Back Page
Back Side
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Digital Drafts
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Here I designed the website, roller banners, the instagram posts, a billboard and a poster.
Here I played with the website and the designs layout to make it cohesive with the logo, and also bring the personality and style that represents Mexico City.
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Out-doors Advertising
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