When Seattle’s legendary radio station KEXP landed in Buenos Aires for its first-ever South American broadcast, they invited me to direct and create the visual identity for this historic collaboration: KEXP Live from Argentina.
The event brought together two creative powers — KEXP’s global music platform and Argentina’s vibrant independent scene — for a week of live shows and sessions at the Centro Cultural Kirchner (CCK), featuring some of the country’s most influential contemporary artists.

Our challenge was clear: the identity couldn’t look like something “made in the U.S.” — it had to feel authentically Argentinian.
We built the design system from the visual language of the street: layered textures, handmade type, and the attitude of Buenos Aires’ poster culture. Every piece had to feel like it could live on a wall in Once or Chacarita Neighborhood, not just in a digital feed.

We also designed a “Reveal” campaign to announce the lineup of Argentine artists performing at the CCK, using interactive posts and stories that gradually unveiled each session.
The result was a digital event that felt physical — handmade textures, indie energy, and real cultural ownership.
For one week, KEXP and Argentina spoke the same language — loud, honest, and beautifully imperfect.

As a conceptual foundation, we drew inspiration from Lola Mora, Argentina’s first female sculptor and an early rebel of public art. Her story — censored for being a woman who dared to work with her hands, wearing pants, carving marble — embodied the same fearless creative spirit that defines the local scene today.
Just steps away from the KEXP sessions stood her most infamous work, Las Nereidas, a fountain that once shocked Buenos Aires’ high society.