Festival de Música de Morelia – Branding Proposal

2025

Context:
I developed a branding proposal for the Festival de Música de Morelia, an internationally renowned classical music event held every November in Mexico. Although my project was not ultimately selected, it represents a significant milestone in my creative journey, and I am proud to share the work and vision I brought to life.

Objective:
To create a vibrant and meaningful visual identity that celebrated the cultural and musical richness of the American continent through a bold, symbolic and joyful design system.

Role:
I was the sole creator of the entire branding concept. I crafted a full visual universe for the festival, including a symbolic key visual, color palette, typographic system, graphic elements, and applications for both print and digital communication.

Concept:
“Las Américas” – This proposal celebrates the sonic and cultural richness of the American continent through a colorful, symbolic, and dynamic composition.
At the heart of the design is a central character: a vibrant, elegant figure representing the musicians, composers, and conductors who bring the festival to life.
The character plays a sun-drum, evoking celebration and the shared heartbeat of our diverse traditions.
Graphic elements—such as a fruit formed by a leaf and a mango, stylized flowers, and rhythmic diamond patterns—represent the region’s biodiversity and the deep connection between nature and sound.
Repetitive geometric motifs create visual melodies, bridging ancestral heritage and contemporary expression.
The checkered half-globe and stylized trumpet reinforce the idea of music as a universal language and connector of cultures.
The four eyes of the central figure symbolize collective perception and wisdom, inviting us to listen, feel, and celebrate the sonic identity of the Americas.

Process:
The identity was designed to be joyful, versatile, and deeply human—just like music.
I developed a set of symbolic visual elements and characters that could be adapted across different festival applications: posters, digital banners, programs, and merchandise. The typography combined classical elegance with a timeless personality, while the palette and illustrated motifs created emotional resonance.
Each element was created with intention to tell a story that honors the past while celebrating the present.

Highlights:
– Symbolic visual identity grounded in cultural richness.
– Illustrated character design and storytelling-based branding.
– Scalable applications for print, digital, and merchandise.
– Celebration of music as a universal, connecting force.

Outcome:
Although the proposal was not selected, it remains one of my most meaningful design projects. It challenged me to blend illustration, symbolism, and branding into a unified experience. It reaffirmed that design can be both beautiful and deeply rooted in cultural meaning—a language capable of celebrating who we are.