ABOUT THE PROJECT

El Malecón in Mazatlán, Sinaloa, is both a landmark and a cultural hub, yet its identity lacked a cohesive visual system to represent its significance. The challenge was to create a brand that could connect with locals, who view it as part of daily life, while also appealing to tourists, who experience it as a destination.

Extensive research was conducted into El Malecón’s cultural, historical, and social role within Mazatlán. This process highlighted its dynamic nature: a place where history, art, community events, and everyday activity converge. Insights from this research shaped the foundation for a brand identity that could authentically reflect both its heritage and its contemporary vibrancy.

The resulting visual identity captures the essence of El Malecón by emphasizing its diversity of activities, cultural richness, and role as a gathering place. Designed as a cohesive and memorable system, the brand enhances visibility, resonates with both locals and visitors, and fosters deeper connections year-round.