Brief: Corazón y Vida: Lowrider Culture in America
Corazón y Vida is a powerful exhibition celebrating the artistry, heritage, and community of lowrider culture in America. Following a sold-out debut, the team behind the exhibit sought to expand its reach nationwide by developing a traveling version of the show. I was brought on to design a marketing prospectus aimed at securing new host cities, fostering partnerships with local cultural institutions, and inviting collaboration with Latinx and lowrider communities across the country.
Objective:
Create a visually compelling marketing prospectus to promote the traveling exhibition, reflect the authenticity of lowrider culture, and appeal to city officials, arts organizations, and potential sponsors. The document needed to be both strategic and emotionally resonant—capturing the spirit of the show while driving action.
Role:
As the lead designer for this prospectus, I conceptualized and executed the design of the prospectus from start to finish. This included layout design, typographic styling, photo treatments, copy refinement, and cultural storytelling—infusing the piece with visual elements that honored the aesthetics of lowrider manuals and community zines.
Solution:
The final product was a tactile, image-forward prospectus inspired by vintage car manuals—complete with textured photographic motifs, layered paper effects, and bold but respectful typography. The design blended grassroots authenticity with polished clarity, showcasing past success while inviting future partners to imagine what the show could bring to their communities. My Hispanic heritage and lived understanding of the culture informed every design choice and helped establish trust with the exhibit’s core audience.
Outcome:
The marketing piece successfully generated momentum for the national tour, with new cities expressing interest in hosting the exhibit. It also set a strong precedent for how cultural identity can be powerfully communicated through design. Corazón y Vida’s expansion now reflects not just a movement, but a shared pride in cultural storytelling, community collaboration, and intergenerational legacy.
Summary:
This project stands out as one of the most personally meaningful in my portfolio. Being chosen not only for my design ability but for my connection to the culture was an honor—and it shaped a piece that helped grow a show, uplift a community, and celebrate a lifestyle rooted in pride, expression, and resilience.