PROJECT DESCRIPTION

For over 80 years, Mexican-American and Chicano artists, mechanical engineers, and craft communities have shaped the vibrant American folk art of Lowrider culture. For the past 15 years, Slow & Low has hosted festivals celebrating the individuals and clubs in the Midwest. More than just a car show, Slow & Low is a celebration of identity grounded in self-expression, social change, master craftsmanship, and machinery. The opportunity to take over Chicago’s largest tourist destination came with the responsibility of placemaking.

Collaborating with the event’s curators, we designed a visual identity and exhibition graphics that foster a sense of belonging by celebrating the curators’ dreams and the individuals of the community. Vivid, dimensional marigolds cascade across images from Slow & Low’s world-renowned and emerging photographers. Marigolds hold significance in Chicano and lowrider culture, symbolizing a celebration of faith, life, and death. The visual identity gains purpose by featuring Slow & Low’s photography, providing the design system with power by moving beyond showcasing stunning lowrider cars and highlighting the individuals in Slow & Low’s community. The juxtaposition of supergraphic flowers in the foreground of each designed item creates a dreamscape aesthetic.

PROJECT INFORMATION

Entry Type: Single Entry

Channel: Cross-Media

Primary Role of the Designer: Designer as activist

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

Intention of the Project: Unknown (NA) / Other (if other, please explain) Celebrate an under represented community

Development Budget: Decline to state

Production/Execution Budget: Decline to state

Source of Funding: Other (if other, please explain) Funded by the client through grants

Typefaces: Respira, Canela

Paper:

Materials:

CREDIT INFORMATION

Creative Director: Nick Adam

Art Director:

Designers: Nick Adam, Cheryl Kao

Researchers:

Developers:

Copywriter:

Illustrator:

Photographer: Ed Calderon; Max Herman; Nick Lipton; Katrina Nelken; Mike Pocious

Printer:

Producer:

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

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