2025
Juegos de la Araucanía 2025
Art direction for the 32nd Juegos Binacionales de la Araucanía. Brand, pictograms, the system, the mascot Pewü.
Challenge
A binational sports event needed a face that could cross a border and still feel like one place.
Approach
Started with the animal that already knows the Andes. Pewü, Mapuche for spring. Guanaco as mascot, then brand, pictograms, the full visual system.
Outcome
An identity for the games in La Pampa, December 2025. Official credit is institutional. The art direction is mine.
- Client
- Gobierno de La Pampa
- Role
- Art Direction
- Services
- Branding · Identity · Mascot
- Year
- 2025
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