Industrial Arts Horsepower
Art Direction | Brand Identity | Motion Graphics
The San Carlos Chamber of Commerce launched its first annual Industrial Arts Horsepower event, a car show and street fair celebrating the city's industrial heritage and vibrant business community. The project required the creation of a dynamic brand identity that would capture the raw, mechanical energy of the event while also reflecting the industrial landscape of San Carlos. The branding, marketing, and merchandise strategy aimed to generate excitement and foster community engagement. Bold typography, metallic textures, and gear-inspired motifs were used across promotional materials, event signage, and apparel to evoke the power and craftsmanship central to the local businesses. The marketing campaign utilized digital and print channels to boost visibility, while custom-designed merchandise allowed attendees to take a piece of the event home, further solidifying its presence as a new tradition in San Carlos. Illustrations: Monica Cunich Sketches: Bekah Atwell