Gonzalo Rodríguez
Director of Sports Partnerships & Operations, Latin America
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Coca-Cola: Flow Fest
Flow Fest, the world’s largest reggaeton festival, attracts over 200,000 attendees and is one of the most anticipated events in Latin America. However, to elevate its impact on the global stage, it needed a more striking and cohesive identity that fully captured the dynamic essence of reggaeton.
We collaborated with Coca-Cola’s creative team to refine Flow Fest’s visual language, ensuring it resonates with Gen Z music enthusiasts worldwide. Building on existing festival assets, we infused the design with vibrancy, drawing inspiration from the genre’s DIY culture and the graffiti-lined streets of Mexico City. At the heart of the new identity is the “Feel the Flow” concept—an expressive visual language inspired by the movement of music itself, translating reggaeton’s infectious rhythm into a fluid, energetic illustration style.
The result? A redefined Flow Fest identity that amplifies its cultural relevance and strengthens its global presence.
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