Visual Representation

The formation of visual identity goes beyond creative ways to simplify semiotics and information to translate them into a palette of color and a logo. Visual representation implies, a deep understanding of social formations. As a graphic designer I recognize the political power behind the visual products I create.

Identity for Dialogue

In collaboration with anthropologist and historians I was asked to design a new symbol for the institution in charge of protect the indigenous peoples in Mexico and to aid development of the communities. The visual identity is the result that derives from a complex idea of unity and universality. There is a total of 68 languages and 60 different groups of indigenous people. The objective of the new identity was to change the narrative of people living in precarity – Which is not denied that thousands of people live under those conditions–, the new brand had an objective to revert that, and to take art and culture as common denominator for all Mexicans, and that it would continue to be the strength to build empathy and to end racial discrimination.

Government Branding

Some people also refer to government branding as ‘country branding’ and institutional branding, others just as branding. On the past decade, I have worked as communications consultant for federal and state governments in Latin America. More particularly in Mexico I designed the visual identity and architecture of the brand for Hidalgo State Government.

My approach working with large and complex bureaucratic institutions is by not regarding them as industry or business marketing. I believe government branding is a particular category that must be addressed with high level of ethics and socially consciousness, to truly foster the construction of individual representation and at the same time social identity.

A New Political Party

Political organization is hard, but it could be aided by a good visual representation to form identity around it. The new political party Partido Encuentro Social was a once in a lifetime opportunity for me to strategically design for a larger multi-cultural group. The re-brand goal of the movement that started at very local level throughout religious grassroots organizations, was to evolve its logo considering its previews ownership value and opening space for wider ideological perspectives.

Moreover, the branding of ideology is not an easy job. It must be crafted with high level of political understanding and value people’s own identitarian symbols. At the same time, breaking old stigmas to include new values to set a new vision for the now national party.