HIP HOP AL PARQUE

— CLIENT

Instituto Distrital de las Artes Idartes

— ROLE

Art director, illustrator & graphic designer

— DATE

2016

Official poster for Latin America's largest free hip-hop festival, unifying DJing, MCing, breakdancing, and graffiti into a single

visual identity.

Deliverables:

Festival visual identity, official poster, merchandise, stage graphics, transit graphics and editorial materials.

Software:

Adobe Photoshop, Adobe Illustrator.

THE CHALLENGE

For the festival's 20th anniversary, Idartes commissioned a new visual identity that celebrated the four pillars of Hip Hop culture while reflecting the diversity and growth of Bogotá's creative community. The system needed to scale across print, environmental graphics, digital media, and merchandise without relying on stereotypical

Hip Hop imagery.

BUILDING A VISUAL SYSTEM

Drawing inspiration from Hip Hop pioneers, graffiti culture, streetwear, skateboard graphics, and urban illustration, I developed a modular visual system built around the idea that Hip Hop thrives through

collaboration. Each illustrated character represented one of the culture's foundational disciplines, functioning as an independent element that could also combine with others to form larger compositions. The system celebrated the interconnected nature of DJs, MCs, breakers, and graffiti artists while allowing maximum flexibility across applications.

THE RESULT

The identity became the official visual language of Hip Hop al Parque 2016 and was deployed across posters, transit advertising, stage graphics, social media, editorial pieces, merchandise, press conferences, and television broadcasts throughout Bogotá.

IMPACT

The Hip Hop al Parque 2016 poster became an iconic visual representation of the festival, instantly recognizable and deeply connected to hip-hop culture. The design successfully communicated the festival's scale and cultural significance while celebrating the artistry of all four hip-hop disciplines.

The poster generated significant engagement across digital and physical platforms, becoming a collector's item among festival attendees and contributing to increased attendance and cultural visibility for Hip Hop al Parque.