THE CAMPAIGN

I joined an Imagin’s initiative to create the brand identity for Xulita MX as a pro-bono project to give back to the community. Xulita MX is a platform to empower Mexican women abroad through their artisanal crafts.

THE APPROACH

The name Xulita comes from a friendly name given to any women that does good, and it’s rooted within Mexican population. Inspired by the shape of traditional dresses and vivid colours I created the logotype and a flexible as well as playful identity that celebrates the figure of Mexican women in their society: as mothers, workers, artists and spirits.