IGLA+ Championships Buenos Aires 2024, a groundbreaking international sporting event, brought me on as a Lead Designer to create an inclusive brand identity that celebrated Argentine culture while working within significant economic constraints.
Designing a Global Aquatics Championship Brand
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My Role
Lead Designer
Team
1 Graphic Design Lead (Myself)
1 Junior Graphic Designer
Design Timeline
4 days for logo
1 week for video promotion
6 weeks for graphic design (as needed)
This my final logo design for IGLA+ 2024 Championship Buenos Aires
Limited budget resources, complex international event requirements, and challenging economic conditions in Argentina made creating a world-class championship brand seemingly impossible.
The hosting organization was struggling to effectively promote an international sporting event while working with significant financial constraints and disconnected promotional channels. When I joined the IGLA+ Championships team, I saw an opportunity to revolutionize how international sporting events could be branded and promoted despite economic limitations.
Designing on a global scale with local constraints required deep cultural understanding and innovative solutions.
Prior international aquatics events focused heavily on standard sports branding but lacked meaningful cultural integration and inclusive representation. I spent time to deeply understand Argentine cultural symbols and LGBTQIA+ visual language to create an authentic and resonant brand identity.
By combining intensive cultural research, inclusive design principles, and cost-effective content strategies, I developed a vibrant brand system that celebrated both local heritage and international diversity. The result was a viral social media campaign, culturally significant logo system, and comprehensive visual identity that elevated the event beyond its budgetary constraints.
These are some of my designs and sketches for their marketing material and logos:
International sporting events often struggle to create inclusive, culturally authentic branding on limited budgets. The IGLA+ Championships committee for Buenos Aires needed a design solution that would celebrate Argentine heritage while representing LGBTQIA+ athletes, all within significant economic constraints and complex cultural considerations.
Core Objectives
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Create a unified brand system that integrates local culture with international inclusivity
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Design cost-effective promotional materials that drive engagement across multiple channels
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Develop a scalable visual framework adaptable across all championship sports divisions
Project Stakeholders
Internal
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Event Organizing Committee
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Local Sports Teams
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City of Buenos Aires
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Social Media Team
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IGLA+
External
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IGLA+ Member Clubs
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International LGBTQIA+ Athletes
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Corporate Sponsors
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Media Partners
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These are my sketches for the championship logo drawing inspiration from research
This is the final logo version I created
About the Logo
The IGLA+ Championship Buenos Aires 2024 logo system represents a harmonious blend of Argentine cultural heritage and inclusive design principles. The primary mark features two key elements: a flowing "B" that echoes the rhythmic movements of tango dancers, and an "A" that transforms the iconic Buenos Aires obelisk into a modern, geometric form.
The logo's color palette weaves together vibrant turquoise, coral, orange, purple, and navy blue in concentric patterns, representing both the fluidity of water sports and the diversity of the LGBTQIA+ community.
This conceptual foundation emerged from careful study of Argentine cultural elements, as evidenced in the initial sketches that explored the relationship between tango's energy, the obelisk's prominence, and Buenos Aires' identity. The resulting design system successfully balances movement and stability, tradition and progress, creating a distinctive visual identity that resonates on both local and international levels while working within the event's economic constraints.
These are my final logo renditions for the sports logos of the championship
This is a promotional video I created for championship registration launch
Want to see more?
I am happy to talk through my competition design work of this project during a scheduled call.
Takeaways
The success of the IGLA+ Championships branding emerged from transforming economic constraints into creative opportunities. The championship broke merchandise sales records, reaching 40,000 USD in revenue, while stakeholders and participants praised it as one of the best-branded IGLA events to date. Through this project, I learned that thoughtful design can transcend financial barriers, turning limited resources into powerful tools for cultural celebration and community connection.