Mexico Tech Week: A Rupture

Mexico Tech Week grew from a handful of events into a citywide movement, proof that the country's tech scene had its own voice. Its visual identity, though, never caught up: a generic, borrowed-from-elsewhere tech template that felt at odds with the energy on the ground. The question behind our collaboration wasn't how to make it look better, but what tech actually looks like when it's built and celebrated in Mexico. Shortcut built a full visual identity and system from that starting point, one made specifically for MXTW instead of adapted from a global template. It shows up everywhere the event does: on-site signage, the website, and social, giving the community something to rally around instead of another interchangeable tech aesthetic. The identity landed well with the community it was built for, and it's still doing the job a year later: organizers are using the same visual language to promote this year's edition.