Developed in collaboration with Eleva for New Balance and Toluca FC, the project focused on creating a graphic system inspired by Toluca’s bicampeonato spirit and the atmosphere of a traditional Mexican tortería. Our participation centered on typographic hierarchy, visual compositions, and the creation of the “Dos Coronas” emblem, developed through references to traditional Mexican typography commonly found in hand-painted signs and popular graphic culture across Mexico. The project extended into printed materials and environmental graphics designed for the event space, where emblematic Toluca FC players participated alongside New Balance. Through graphic design, typography, and print applications, the experience aimed to merge football culture, local identity, and contemporary branding into a cohesive visual environment.
Creative Direction: Luis García
Art Direction: Michel Méndez
