Tijuana XXIII Ayuntamiento

This is a unproved proposal for the identity of the 23th’s Tijuana City Hall.

2019’s election was an historical one for the city, one in which a new party was elected. This called for the need to differentiate the new administration and give it a whole new communication system.

This proposal was created while working as a consultant for the new government´s communication team. The goal was to redesign the current city’s logo and align the graphic identity to that of the Federal Mexican government.

Even though it was well liked, the proposal was dismissed on the account of being too modern and risky. Still this exercise settled and resolved color, typography, alignments and layout that were later used on the final design.