An illustrated quetzal -Guatemala's national bird- made of an experimental typographic composition with the Merida characters provided an uplifting metaphor for the poster and environmental graphics.
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Valia Garzón Art Services invited us to collaborate in an ambitious project spearheaded by collector and philanthropist Marta Regina Fernández, aimed to promote the legacy of Guatemalan muralist Carlos Mérida, in the context of the 200th Anniversary of Guatemala's Independence. A 3D and AR web experience developed by Xennial Digital would be the final deliverable. Multiple influential partners like the Guatemalan Mission at the Organization of American States, the Embassy of Guatemala in the United States, and the Museum of the Americas were also involved.
Our contribution started at the strategy level with a pitch deck to delineate our audiences and shared vision among the stakeholders. We proposed to name the project Merida Guatemala Viva, for a quick way to fuse both, artist and country, as one.
"Carlos Mérida’s legacy synthesizes the quintessential Guatemalan spirit. His ethos transcends the realm of contemporary art into a myriad of cross-disciplinary practices. Ethnographer, anthropologist, choreographer, musician, muralist, art critic and painter, Mérida’s contribution to Guatemala’s culture integrates the Mayan into the modern, the past into the future, the local into the universal.
From the 1920’s into the 2020’s, Marta Regina Fernández aims to rediscover the life and legacy of Carlos Mérida in the context of the 200th Anniversary of the Republic of Guatemala’s Independence. Mérida’s art integrates every fiber of Guatemala. His presence is an integral component of Guatemala’s cultural development and evolution into a plural, and democratic nation.
Together with Mérida, we multiply Guatemala’s regional impact in the hemisphere, to advance a culture of dialogue, diversity, inclusiveness, equality and cooperation for the next generation of Guatemalans, and the Latino heritage in the Americas.
Guatemala lives in Mérida. Carlos Merida’s Art is Guatemala Viva."
An illustrated quetzal -Guatemala's national bird- made of an experimental typographic composition with the Merida characters provided an uplifting metaphor for the poster and environmental graphics. Colors and whimsical geometry paid homage to Merida's mid-century modern style.
