The client. Master Peace is an ONG based in Colombia and Mexico City. Through art programs, like music orchestra and mural paintings for corporations, they support youth in vulnerable situations.

Objective. The objective of this project is to create a brand that sells products and experiences for Mexico City tourists: art tours of the city's murals, a mural painting experience, and merch. The brand should complement Master Peace's mission.

Solution. Latem* is a spin-off of the Spanish verb "to beat". Latem aims to be an antidote for crime, by providing opportunities for the youth. With neon colors and a bold sans-serif font, the brand evokes an urban essence, just like the art scene that it represents. For this project, different experiences as well as home decor and wearable products were designed for the brand's store.

Keywords. Art / Murals / Urban tours / Naming / Logo / Brand Identity / Business model