OVERVIEW
Ideathón Fincluye was a national digital event co-produced by Citibanamex and Makesense, created to support innovation in financial tools for micro and small businesses across Mexico. I was brought in to lead the visual rebrand of the initiative — shifting the tone away from a typical “tech bros only” format and toward a more accessible, inclusive design language that reflected the entrepreneurial diversity of its audience.
CONTRIBUTIONS
I developed the event’s updated brand identity, including a new logo, color system, iconography, and illustration set — designed to feel playful, optimistic, and digitally native. Working with the RPBLC team, I extended the visual system across promotional graphics, social ads, and event signage. The final identity made the hackathon format more approachable to nontraditional participants, increasing reach and participation across industries.
