Originally conceived as a proposal for the 60th Anniversary identity of El Rollo Water Park, the largest in Latin America, our studio embarked on a comprehensive project that encompassed various aspects such as the ad campaign, park wayfinding, branding, and other related materials. The ad campaign revolved around the captivating notion of escapism, transporting individuals from their current surroundings to the water park through the clever use of common phrases such as “Another meeting?” or “Another exam?”. These phrases were followed by the tagline that played with the name of the park. The dream concept provided the foundation for our illustrations, which depicted the main character immersed in different scenarios such as the office, school, or public transportation, and being drawn to the water park experience. For the wayfinding system, we drew inspiration from the graceful movement of waves, assigning each section a distinctive name, color, and letter to ensure effortless navigation for park visitors. Lastly, we applied the concept of water-formed numbers to the Acapulco water park, paying homage to their renowned dolphin show which had captivated audiences for countless years.

Art Direction, Advertising Campaign, Design, Wayfinding. Design: Daniel Esqueda, Enrique Márquez, Mario Maya, Heriberto Borja. Illustration: Fernando González