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Héctor Ayuso

Héctor Ayuso, founder of the OFFF Festival, tasked Mucho with developing his identity. We set out to encapsulate Héctor’s role as an inspirer in the creative process. Héctor’s identity was conceptualized around the blank sheet of paper, a symbol of the starting point of creation. We chose a typographic treatment with slight imperfections to reflect his love for artisanal craft, which suits relief printing.

To integrate Héctor across all mediums, we inserted a cut in the top and bottom margins to form the letter “H”. This concept was applied to a variety of pieces, including business cards, postcards, t-shirts, videos, and a MoodBook.

The embossed business cards have a blank back for Héctor to write personalized messages. Each postcard presents a creative challenge with a design or a portrait of Héctor on the front and an inspiring phrase on the back. The MoodBook, reflecting Héctor’s philosophy, features embossed text and a hidden “H” with pages in eight colors and textures for mood-based inspiration. Thanks, Héctor, for the challenge!

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