Paseo

I created Paseo as my capstone project, a Spanish-inspired festival centered around the idea of a paseo, a slow, relaxed walk taken for pleasure, often in the evening as people gather to socialize. This idea is reflected through bright colors and organic shapes, creating a lively and welcoming identity that celebrates Spanish food, music, and entertainment.

Process

Several iterations helped shape a design that feels playful, approachable, and inviting.

The lettermark combines straight, slightly uneven shapes with organic forms, giving the design personality while representing the different paths people can take during a paseo.

Logo System

Mockups

I created a variety of assets for Paseo, including posters, a brochure, wristbands, tickets, stickers, a map, and social media posts. I designed each piece to carry the brand’s visual identity across different formats while creating a cohesive and engaging
festival experience.

Exhibition

At the end of the semester, I brought the Paseo brand to life through an exhibition featuring my completed designs. I displayed the work across a table and rolling display board, using the space to showcase how the identity could come together across different applications.

Brand Manual

I created a brand manual to showcase the Paseo identity and provide guidelines and examples for how the brand can be applied across different materials.