Sorteo Anahuac

National Lottery

2022
sorteoanahuac.mx
Rebrand | Art Direction & Graphics

(Details)

(Challenge)

Evolving the Brand Identity

The Día Anáhuac Festival, an annual outdoor pop/rock music celebration held at Anahuac Universities, faces the challenge of evolving its brand identity to better capture the vibrant spirit of the event and attract a diverse audience. The existing logo, while embodying the essence of the festival, requires a refresh to align with current trends and better resonate with attendees. The challenge lies in striking a balance between maintaining the festival's heritage and infusing it with contemporary elements that appeal to a broader demographic.

(Goal)

Revitalizing the Identity for Enhanced Engagement

The goal of the rebranding project is to reinvent the brand identity of Sorteo Anáhuac, celebrating diversity within the community across various campuses of the Anáhuac University Network. Through a modular visual approach, the project seeks to create a comprehensive bond that reflects the core values of the university network. By exploring typography, color palettes, photographic treatments, and basic shapes, the aim is to develop a visually striking identity that resonates with students, graduates, teachers, and leaders alike. The goal is to create an identity that not only represents individual campuses and elements of the sweepstakes but also tells compelling stories when presented together in communication pieces.

(Result)

A Refreshed Brand Fostering Engagement and Diversity

The result of the rebranding project is a refreshed brand identity for Día Anáhuac Festival that embodies the vibrancy and inclusivity of the event. The redesigned logo, featuring a contemporary interpretation of the university's signature colors and boho-inspired elements, reflects the dynamic and diverse nature of the festival. The revitalized brand identity fosters greater engagement among attendees and attracts a broader audience, ensuring the continued success and growth of Día Anáhuac Festival as a premier outdoor music celebration.