MEXFEST
Where Culture Becomes a Brand
ALL PROJECTS
From Concept to Cultural Icon
MexFest is a Mexican Culture Arts Festival founded to celebrate and honor the richness of Mexican heritage in New York City. When my friend and the festival's creator needed a visual identity, he came to me.
I designed the logo from scratch, a bold wordmark anchored by an oversized X housing four cultural icons representing music, festivity, sustenance, and landscape.
Every color, every typographic decision, and every design rule in the official Brand Identity Manual came from that first conversation. From there, I created the full suite of promotional materials: launch flyers, social media assets, and event visuals for both the 2024 and 2025 editions, including the Día de los Muertos celebration at Flushing Town Hall and the 2025 edition at El Museo del Barrio.
When a festival is built to honor a culture, the brand has to carry that weight. Every design decision was intentional.
