PROJECT DESCRIPTION

Founded in 2011 in Pilsen by curators Lauren M. Pacheco, Peter Kepha, and Edward Magico Calderon, Slow & Low has grown into a cornerstone of the lowrider community. 2024 marks the festival’s third collaboration with Nick Adam’s team at Span and its biggest turnout yet—over 15,000 visitors in a single day.

Set against the backdrop of Navy Pier, the Span team worked closely with the curators to craft a gala-like visual identity inspired by Kepha’s chain motif sketches—symbols of growth and achievement within the Chicano community.

Span’s 2024 identity celebrates the exquisite artistry of lowrider culture through a dynamic typographic palette: a customized version of Lucas Sharp and Wei Huang’s Respira, Alejandro Paul’s Burgues Script (inspired by Louis Madarasz), Sharp’s Freehand (inspired by Oscar Ogg), and Greenstone, rooted in tombstone carving traditions. Together, the typography evokes elegance, craft, and heritage—offering a refined edge that mirrors the masterpieces on display.
 

PROJECT INFORMATION

Primary Role of the Designer: Designer as craftsman

Client Relationship: Unknown (NA) / Other (if other, please explain)

Intention of the Project: Re-launch, redesign, or update of an existing product, service or program

Typefaces:  Respira, Burgues Script, Greenstone, Sharp Freehand

Paper: 

Materials: 

CREDIT INFORMATION

Creative Director: Nick Adam

Art Director: 

Designers: Nick Adam, Kevin Moreland, Alec Hudson

Researchers:

Developers: 

Copywriter: 

Illustrator: 

Photographer: Edward Magico Calderon, Max Herman, Nick Lipton, Katrina Nelken, Mike Pocious

Producer: 

Printer: Diamond Clay at Navy Pier

Other Credits: Lauren M. Pacheco - Curator, Peter Kepha - Curator, Edward Magico Calderon - Curator