Luz Latina
A film means more when you arrive already inside the culture.It's built for two audiences at once. Latin Americans in London who want to reconnect with their culture, and people with no connection to it who are curious but wary of intruding. Neither should feel like the guest.
So the experience matters as much as the programme, and the film comes last.
Outdoor is where the festival meets people who weren't looking for it, so the posters lead with a line rather than a lineup. Cine que se siente, cinema you can feel.
Both languages sit in the same frame at the same weight. With two audiences arriving at the same door, neither version can be the translation of the other.
The pattern came first, a geometric system built from diamonds rather than borrowed from any one country's textiles. Two of those diamonds, scaled up and locked together, became the venue, so the route through the festival is the identity at architectural scale.
Inside it, thirteen spaces before the theatre. Six rooms trace the region's history, from indigenous civilisations through conquest and independence to the present day. Then a street: food market, live music, domino tables, a corner shop, a bus converted into a cafe.
One theatre at the end. By the time someone sits down they've eaten, played and been given the context the film assumes its audience already has, so it lands as a payoff rather than an introduction.
The shortcut with Latin American work is to borrow from one culture and present it as regional. Every element here is built rather than sourced, so nothing traces back to a single country's craft tradition.
Four colourways carry the logotype, none of them the expected palette. Mundial keeps the typography contemporary rather than folkloric, so the identity sits beside major film festivals instead of below them.
A festival ends and the culture it introduced you to doesn't. The programme, tote, cap and keyring carry the identity out of the venue and into ordinary use.
The tote carries a glossary of Spanish words with their pronunciations, so the object keeps teaching after the festival closes.