Can’t look forward, until we look back.
The late 1960s is a coming to age time in American history.
Digging into the archives, we discovered a multitude of inspiring touchpoints in the peace-and-love generation.
The era’s legacy brought empowerment and polarization, resentment and liberation. Hemisfair brought this same energy to San Antonio, which ultimately came to define it as the multicultural city it is today.
We applied this tension and pulled themes littered throughout historical moments, from prints and patterns in garments to the counterculture of rock’n’roll, culminated to inspire this visual direction.