Elevating Chicago’s lowrider culture through an expressive and community-driven identity for Slow&Low.

BRAND IDENTITY
ENVIRONMENTAL GRAPHICS
APPAREL

The Slow & Low curators approached Span to elevate Chicago’s lowrider community. Slow & Low is a celebration of identity grounded in self-expression, social change, master craftsmanship, and machinery. The opportunity to take over Chicago’s largest tourist destination came with the responsibility of placemaking.

Span designed a visual identity and exhibition graphics that foster a sense of belonging by celebrating the curators' dreams and the individuals of the community. Vivid, dimensional marigolds cascade across images from Slow & Low’s world-renowned and emerging photographers. Marigolds hold significance in Chicano and lowrider culture, symbolizing a celebration of faith, life, and death. The visual identity gains purpose by featuring Slow & Low’s photography, providing the design system with power by moving beyond showcasing stunning lowrider cars and highlighting the individuals in Slow & Low’s community.

Made at Span. Design direction by Nick Adam. Curation by Lauren M. Pacheco, Peter Kepha, Edward Magico Calderon. Photography by Ed Calderon, Max Herman, Nick Lipton, Katrina Nelken, Mike Pocious.

The Society of Typographic Arts 100 Award, 2023

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