Sabor a Buenos Aires ★

This is the big one. My graduation thesis, almost a year-long project that brought together seven individual assignments into a single, cohesive design system for a cultural experience brand rooted in Buenos Aires identity. "Sabor a Buenos Aires" is an event series hosted in traditional bodegones (the iconic, old-school restaurants of Buenos Aires) designed to keep the city's cultural memory alive through immersive experiences across four pillars: music, literature, football, and cinema. The core idea: a future that knows who we were, to understand who we can become. The project lives as an ecosystem of three interconnected brands. "Sabor a Bs. As." is the parent brand and event platform. "RelatAR" is an augmented reality experience built around storytelling through AR headsets. And "M.O.Z.O." addresses the role of the traditional waiter figure as a cultural symbol worth preserving. Each one has its own visual identity, but all three share the same design DNA. My contribution centered on building the design system that ties it all together, from foundational tokens (color palettes, typography, spacing, iconography) to a full component library and the final web pages. The system needed to flex across very different contexts: a bold event landing page, social media templates for Instagram, physical materials like branded notebooks and souvenirs, roll-up banners for each jornada, and detailed event pages with their own color-coded identities. Each cultural pillar, music in red, football in teal, literature in green, cinema in blue, had a distinct visual treatment while staying unmistakably part of the same family. Beyond the system itself, I worked on the web UI design for the platform: the main landing page, event detail pages, calendar views, and the overall information architecture. The visual language blends organic gradient forms with halftone-style illustrations and strong editorial typography. Aiming for something that feels both culturally grounded and visually contemporary. This project taught me how a design system isn't just about consistency, it's about giving a brand the flexibility to express itself across wildly different touchpoints without losing its identity. From a screen in Figma to a banner in a bodegón, every piece had to feel like it belonged.