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Just Say Yes

Héctor Ayuso is an individual who embraces risks and thrives on challenges, seeing them as stepping stones towards growth. Despite his physical constraints, he has completed a marathon, an Ironman, a long-distance triathlon, and an Ultraman, proving that obstacles are merely stages on the journey to a goal.


Our task was to create an identity for his documentary and brand, mirroring Héctor’s resilience and serving as an inspiration for those battling setbacks. We designed a logo/headline that undergoes various deformations—twisted, broken, damaged, blurred—yet persistently delivers the message: Just say yes. It’s an oversized sentiment compared to Héctor, a symbolic representation of him persistently pursuing goals seemingly beyond his reach.

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