utep Football
el chuco
Creative Direction & Design
OVERVIEW
A nickname for the city of El Paso that birthed a subculture that would leave an indelible mark on Texas and beyond its El Paso-Juarez borders. A subculture that included Flamboyant clothing, swing dancing, retro music, and classic cars.
“El Chuco” is often used in local music, art and community events representing the pride and resilience of El Paso’s diverse population and rich history.
It started with building a brand identity and visual language for the overall message of this campaign.
Helmet Reveal
Video and Photo Shoot for the reveal of the logo on helmet.
Video & Photos: Minervision/UTEP Athletics
Details & On-Field
Showcasing the equipment side of putting together the decal for the helmet.
Video: Brandy Williams/UTEP Athletics
T-shirt giveaway
Design of shirt with rally cry of “Viva El Chuco.” It was a limited giveaway for the fans on game day of football and also sold at the University Bookstore for purchase.
Photos: Minervision/UTEP Athletics
