utep Football
el chuco
Creative Direction & Design
OVERVIEW
A Tribute to the Culture That Shaped a Borderland Identity
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.
Reveal & On-field
Video and photo production for the official helmet logo reveal, highlighting the craftsmanship behind the Miners' helmet decals from the equipment room to the field.
Video & Photos: MinerVision/UTEP Athletics
T-shirt giveaway
A limited-edition "Viva El Chuco" rally shirt created for a game-day giveaway and retail release at the UTEP Bookstore.
Photos: Minervision/UTEP Athletics
