The sign making profession in Mexico is more than a service, it is a profession that has built a local identity. Mexican graphic culture owes a lot to all those artists who also help businesses in all types of industries attract customers.
Unfortunately, the colors and figures of the sign artists were vetoed by the Cuauhtémoc Mayor's Office during May 2022 under the excuse of a “visual cleaning of our streets”.
Our challenge was to return the signs and their visual richness to the streets to help Mexican businesses at a critical time for their economy, without transgressing the government's veto.
Our challenge was to return the signs and their visual richness to the streets to help Mexican businesses at a critical time for their economy, without transgressing the government's veto.
In alliance with a collective of local artists and Time Out Mexico, we launched a platform where the owners of these businesses could order a personalized Super Sign printed on a magnetic banner that could be easily placed on the façade of their stalls, which are mainly made of metal.
Just like that, we return to the streets an icon of our culture that helps more businesses stay open.
