LAST LAP FEST
CONTEXT
Última Vuelta Fest is an entertainment event that merges speed, culture, and entertainment at the Kartódromo de Tocancipá. Its main attraction — Kart Attack — pits influencers, journalists, and special guests against each other in arcade-style kart races, complemented by professional drivers, live comedy, DJs, and food zones. The event featured sponsors such as Betplay, Radio Activa, and Canal Trece, along with personalities boasting over 29 million followers.
CHALLENGE
Create from scratch the complete visual identity of a new event — with no prior brand references — that had to communicate energy, adrenaline, and mass entertainment, and work consistently across multiple channels: social media, print, event signage, and web.
DESIGN SOLUTION
A high-impact visual identity system was developed with a graphic language inspired by motorsport culture: bold typography, a high-contrast palette, dynamic iconography, and compositions that convey a sense of motion and speed. The system was consistently applied across all brand assets — from Instagram posts to the event website and physical materials on the day of the event — supported by AI tools to streamline asset production and reduce delivery times.
