Héctor Ayuso, founder of the famous OFFF Festival, challenged Mucho to develop his identity. Our strategy was to define and position who Héctor Ayuso is and how he works.

The OFFF Festival was created to share passion for the creative process so we sought the answer to the question “What initiates creation?” Our response: “Inspiration”. We concluded Héctor Ayuso is an inspirer, among other things. The OFFF Festival is an inspirational space where Héctor Ayuso connects himself with artists and the public to develop a creativity triangle.

For Mucho, inspiration is the starting point of creation—a blank sheet of paper. We used this concept to define all the elements for his identity, using the relief in the paper to create content. As a creator, Héctor Ayuso loves artisanal production and craft. For this reason we chose a typographic treatment with some imperfection, perfect to be produced in relief printing.

Another challenge we set out to address was how we could incorporate Héctor across all mediums. The solution was to place a cut in the top and bottom margins, drawing the letter “H” in each piece. From this idea we developed a variety of pieces: business cards, postcards, t-shirts, videos and a MoodBook.

The business cards represent the idea of creation. They have embossed contact details and a blank back where Hector can write different and personalized messages each time you take one of his cards.

The idea for the postcards comes from the concept of a creative challenge. Each one of their faces has its own design. On the front is an image or a portrait of Héctor Ayuso, while the back holds a phrase that challenges you to create.

The MoodBook follows Héctor Ayuso’s philosophy of inspiring people. The text is embossed while the “H” is hidden in its structure. The pages are in 8 different colors and textures, so people will be inspired to choose one depending on their mood.

Thanks for challenging us Héctor!