Encuentro Ternium

Art Direction / Illustration

About

Once again, we had the pleasure of developing the visual graphic identity for Ternium's end-of-year celebration event. The event takes place at various locations in 3 different countries and brings together hundreds of employees to enjoy an evening of camaraderie, music, and entertainment.

Flat illustration of a hand holding a phone with a heart icon, surrounded by colorful abstract shapes

Logo

For the creation of this ephemeral brand, our goal was to find a solution that is easily adaptable to 3 languages (Spanish, Portuguese, and English). Another important point is that it should harmoniously coexist with the other graphic elements, without adding too much visual noise, but rather serving as a sort of seal across a wide range of graphic pieces, both digital and printable.

The chosen logo meets the goal of having its variants in 3 languages, without deviating too much from each other, and being easily applicable across the wide variety of pieces.

Grid of Encuentro Ternium 2023 logo design explorations, in outline sketches and color versions
Final Encuentro Ternium 2023 event logo, in navy, orange, pink and red

Defining a functional graphic style

The search for the style focused on finding a visual language that could represent the spirit of celebration and camaraderie, manifested in organic, geometric shapes and doodles, arranged in a way that conveys dynamism, movement, and expressiveness.

Event color palette swatches: red, orange, blue, pink and green

Library of elements and compositions

We created a library of graphic elements with geometric and organic styles that offer versatility for use both individually and as part of multi-element compositions.

Sheet of colorful abstract shapes and doodle icons used as event graphic assets
Instagram post mockups with save-the-date, concert photos, and Encuentro Ternium 2023 event graphics

Applications

The applications for the event vary in formats, messages, and materializations. We developed digital pieces such as a video teaser for the event, formal invitations, posters, activity and artist communications, among others. On the other hand, we also created printable pieces like welcome banners, photo backdrops, and props.

Street billboard mockup of the Encuentro Ternium 2023 event announcement, with a person walking by
Branded paper cup mockup printed with the Encuentro Ternium 2023 pattern and logo
Close-up detail of a green curved letterform shape from the event's graphic design
Collage of live concert and crowd photos from the event, with playful "Cool!", "Otimo!" and "Genial!" comment stickers
Event wristband mockups in Spanish and Portuguese with date, time and barcode ticket stub
Sheet of doodle stickers: sunglasses, microphone, moon, phone-with-heart icon, and exclamation text stickers
Close-up of a pink zigzag pattern from the event's graphic design

Interactions

To allow attendees to capture and share their best moments, we created a photobooth with life-sized props and also developed an Instagram filter to capture the best snapshots during the party. To complement this and other posts, we also created a system of animated stickers for Instagram and WhatsApp.

Instagram story mockup of two women taking a selfie, with the Encuentro Ternium 2023 logo sticker
Illustration of a hand holding a phone with a heart icon, inside an orange star badge

Previous editions

Ternium has entrusted us with the image of their end-of-year event for three consecutive years. Each year, our challenge has been to present an improved proposal, always with the goal of keeping the spirit of celebration and camaraderie of the event alive.