Cítrico Gráfico was invited to form part of the Abierto Mexicano de Diseño in 2013. This festival was created due to the need to bring design and society closer together, and to allow designers to show and sell their work. For the festival’s first showing, we designed a logo based on an architectural angle of the Latin American Tower, which was the operation center for the festival that year. It also emulated the letter “A” graphically, with an arrow pointing upwards. Mexico City’s historic center is where the AMD takes place. That is why the graphic campaign for the first festival showed buildings, typical zones and areas where a variety of crafts take place. Crafts was the overall theme of the festival that year. The Spot campaign was planned with the theme of crafts. We used the language of the traditional street signwriter as one of the most important features, and actual old crafts in order to put across the message we wanted to communicate.