In partnership with Conill Los Angeles, we brought to life their Toyota's Lost Names idea. The idea was rooted in one of the most significant cultural disruptions latino families face when moving to the United States: the loss of their full identity. In Latin America, families pass down multiple last names across generations as a way to honor their lineage. That tradition often disappears at the border. Toyota wanted to celebrate latino heritage in the U.S., specifically its impact on sports, by creating a special edition of uniforms that held space not just for one last name but for the full family tree of the athlete. Every generation visible, every name restored. We handled the art direction and design of the campaign, developing the look and feel, the idea logo and all design assets applied across touch points, along with the editing and motion design of the case study for media and award shows.
Client
Toyota, Conill Los Angeles
Year
2025
Deliverable
Art Direction, Design
Our Craft
The visual language needed to merge two worlds that don't usually sit together: the bold, high contrast energy of sports and the warmth, texture and nostalgia of latino culture. We built a system where both could coexist without one softening the other. Typography ran loud and athletic, but the textures underneath carried grain, fabric and the feeling of something passed down. We opened strong space for Toyota's brand color to come through without competing with the cultural palette. The idea logo embedded a direct reference to the concept, layering visual cues that suggested hidden generations being brought forward, names that were always there but not yet visible. The full system across still and motion carried that same tension. Vibrant and kinetic on the surface, rich and layered underneath. Energy from the stadium, soul from the family.