Las Cruces Heritage Festival

The Las Cruces Heritage Festival is a celebration of culture and diversity of the Paso del Norte featuring food, performances, educational booths, and more. We wanted to create a fresh, modern identity that could captivate and interest young people. We were inspired by the colorful charm of traditional Mexican art, as well as the simple forms of people in folk art.

We created a branding system that featured a modern logotype, lively colors, and a series of small people made to represent the local population. The logo has a clean, yet quirky sans serif typeface and a handwritten-style typeface. The color palette used for the brand features vibrant, vivid colors found here in the desert landscape. The illustrations of people are shown dancing, sitting, waving, and enjoying the desert. The goal was for attendees and potential attendees of the festival to be able to imagine themselves, their friends, and their family members in these illustrations, having fun and celebrating the magic that is Southern New Mexico.