Experiential Design and Branding
Background
This project was an opportunity to design the visual identity for the 2026 Summer Olympics hosted in Havana, Cuba. The design needed to encapsulate the rich cultural tapestry of Havana while promoting the universal spirit of the Olympics. The goal was to create a visual identity that resonated with both locals and visitors worldwide.
Goals
The Mission
To emphasize Cuba’s resilience, strong sense of community, it’s rich cultural heritage, and vibrant atmosphere.
At the 2028 summer Olympics, Cuba will express it’s warm hospitality and welcome the world into “la familia”.
Research
For the rebrand, we wanted to reflect the bold and dynamic colors and shapes of Havana's architecture. We developed a bright color palette, patterns, and additional visual elements such as a mascot.
History
Cuba’s revolutionary history and its iconic figures like José Martí and Che Guevara inspire themes of strength and determination.
Architecture
Havana’s architecture is a blend of neoclassical and baroque styles, represented in the ornate detailing and vibrant facades of buildings like El Capitolio and the Grand Theatre of Havana.
Music
Cuban music, including salsa, son, and Afro-Cuban jazz, informs the rhythmic and dynamic aspects of the design, introducing fluidity and movement.
Art: Influences from prominent Cuban artists like Wifredo Lam and Amelia Peláez, who are known for their bold colors and abstract forms, are woven into the graphic elements.
The Visual Identity
For the rebrand, we wanted to reflect the bold and dynamic colors and shapes of Havana's architecture. We developed a bright color palette, patterns, and visual elements such as a mascot.
Environmental Design
For the 2026 Havana Olympics, the environmental design strategy focused on integrating Olympic installations seamlessly with the city's existing infrastructure and natural environment. The aim was to minimize ecological impact while enhancing the city's beauty and usability.
Wearables
The design of the uniforms reflected the vibrant colors of the Cuban flag, while the medals feature the star of the flag as well as a mosaic pattern to reflect Havana's architecture.
Experiential Design
Augmented reality (AR) was used to create immersive experiences for both attendees and global audiences, bringing them closer to the action and culture of the Olympics and Havana.
