The challenge
Host an annual edition of What Design Can Do in Mexico City to celebrate design as a force for positive change. The campaign needed to unite a diverse audience – from designers to diplomats, from activists to architects – around a shared belief in design’s power to shape a better future.

The strategy
We rooted the identity in traditional Mexican patterns, then reimagined them through a kaleidoscopic effect to symbolise the festival’s dynamic, inclusive and transformative spirit. This let us honour cultural heritage while reflecting the event’s forward-looking energy.

The solution
A vibrant, layered identity in which tradition and innovation meet. The kaleidoscopic patterns are a metaphor for the festival’s mission: bringing diverse perspectives together to create something greater than the sum of its parts. The design works across campaigns, digital platforms and the festival spaces.