LATAM
ILLUSTRATION SYSTEMFounded in 2016, LATAM Airlines is one of the largest in Latin America, born from the merger of LAN Chile and TAM Brazil. While the brand's initial identity was created by Interbrand, a key chapter remained unwritten: the illustration identity. I was commissioned to create the visual guidelines that would shape the brand's illustration identity.
The challenge lay in designing characters that represented the Latin identity, drawing from the heritage and artistic expressions of Latin American cultures. The result was a unique blend of almond-shaped eyes and organic, free-form hands, contrasted with geometric bodies, evoking professionalism while celebrating Latin ancestry. These images also creates a poetic balance between front-facing and perspective views, conveying a dynamic yet grounded identity.
In 2024, I had the opportunity to expand this visual language by developing 30 illustrations for LATAM’s official Rock in Rio campaign. The colorful and vibrant designs, used as stickers, reflected the worlds of travel, music, and LATAM's brand identity. The use of bold colors and fluid shapes creates a sense of movement and excitement, capturing the spirit of both LATAM and the Rock in Rio festival. The characters have a playful, yet refined aesthetic, blending geometric forms with organic, human-like elements, which visually aligns with the brand's focus. One of the highlights was seeing these illustrations applied to decorate an airplane, blending creativity with aviation in a unique and memorable way.