City of El Paso
El Paso is a U.S. city located in the state of Texas - a place full of comfort, charm, and tourist attractions, where both residents and visitors can enjoy its rich culture and vibrant community.
This (fictional) rebranding proposal responds to the need for a more cohesive visual system - one capable of representing the city and better communicating its values and character.
I developed a more versatile and flexible identity, designed to easily adapt across different formats and platforms depending on the needs of each campaign or initiative, thereby enhancing the clarity and impact of the city’s communications. While keeping the original name and corporate colours, the new brand introduces a more distinctive and engaging visual style that highlights El Paso’s strengths and invites the rest of the world to discover what makes the city unique.
