Mexican Federation
SERVICES
Creative Direction
Product Storytelling
YEAR
2024
INFO
To design for México is to design for more than a team. It is to contribute to the visual and cultural history of an entire nation.
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For the 2024 Copa América, I shaped the creative direction of the México Selección, pushing the boundaries of football design while drawing deeply from the country’s extraordinary tradition of craft, colour and storytelling. Inspired by the intricate world of Mexican folk art and the mythical creatures of the alebrije, we transformed two of México’s most enduring symbols, the eagle and the snake, into a new visual language for the national team.
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The result brings together past, present and future: colours drawn from the federation’s history, contemporary interpretations of the Mexican landscape, and hand-crafted graphics that celebrate the country’s unmistakable visual identity. It was an enormous privilege to create something that would be worn by México on the world stage. To add even a small chapter to the sporting and cultural history of a nation with such immense pride is a responsibility I don’t take lightly.
