Celaya
The Opportunity
In cities around Mexico it’s common practice for a new administration to rebrand itself in order to differentiate their agendas. In 2012, Celaya’s entering mayor had run on an all-inclusive platform and he wanted his administration’s brand to reflect his campaign promises.
Insight
The norm for Mexican municipalities’ branding is to adopt the colors of their political party within their visual identities. Because of the incoming mayor’s platform, instead of the party’s colors, I recommended choosing a wide color palette that reflected the idea of inclusivity and a multi-partisan government.
Outcome
Working closely with the mayor-elect, and inspired by the leaf of the mesquite tree, a symbol of the city, I developed a logo with the goal to inspire every citizen to participate in their civil duties.
