Reflection & Renewal: Chican(x) Futurism

Branding Project:

Refelction & Renewal:

Chican(x) Futurism

Style guide

Initial Draft

Draft 2

Draft 3

The Project

For this project I was tasked with creating branding for a special art exhibit. It was my job to create the look and style guide that would set the tone for the project.

After a few initial meetings with he client, we were able to decide a general direction for the look f this project. Since the subject of the exhibit is Chicano art and futurism, we wanted to make something interesting and new, but still include and respect ancient Aztec at and aesthetics.

I created two rough style guides with two different styles. One leaning heavily leaning on the futurism aspect, and the other playing with a more hand crafted feel.

The client liked the more hand made feel since they believed it reflected the exhibit’s theme best.

After receiving feedback and knowing we were going in a more hand-made direction, I made another set of style guides exploring different colors and fonts. The general feedback was leaning towards the hand made custom font.