Mexico Tech Week: A Rupture

From its inception, Mexico Tech Week (MXTW) was an anomaly.

Not a conference, but a city-wide effervescence; not a top-down event, but an organic movement that took the city by storm. Its exponential growth proved an undeniable truth: Mexico's tech ecosystem was vibrant, ambitious, and, above all, had its own voice.

Yet, its visual identity failed to mirror this reality. It wore a borrowed suit, a global tech template that felt impersonal and alien to the creative chaos pulsating through its events. The dissonance was palpable.

Our collaboration began not with a question of aesthetics—"how can we look better?"—but one of identity:
What is the visual language of tech when it’s born, raised, and projected from Mexico?

What does a community that refuses to imitate actually look like?