This was an assignment in Corporate Marketing Materials taught by Jeff Davis in 2018 at Texas State University. The objective was to rebrand a neighborhood or city. La Boca, located in the Southeast edge of Buenos Aires, Argentina is a neighborhood rich with history, culture, artistry, and dance. Founded in 1830, it continues to be a neighborhood which attracts tourists to its colorful coventillos on cobblestone lanes; live tango dances; famous soccer history; and rich immigrant history. While most tourists flock to El caminito, there is another side to the neighborhood that remains unseen, a side where local business owners, immigrants, anarchists, and bohemian artists live proudly. A place as historically and culturally significant to Buenos should be preserved, and its residents should be supported through stimulating the local economy.

My approach was to convey a couple of the most important elements of La Boca's sensory experience. The neighborhood is known for its distinctively colorful patchwork of conventillos or tenement homes. The roof element over ‘La’ is taken from the corrugated metal roofs that cover each home. The word ‘La’ is designed to resemble fileatado porteño, a unique style of hand-lettering that features rich adornments practiced in Buenos Aires.

This project was received well by my professor and also featured at a presentation for new students of the communication design graduate program.