esTOY

Identity, illustrations, and posters.

esTOY was born in Germany with the influence of electronic music. The idea is to gather people, with music as the excuse, in order to collect toys to be given to kids in need for Christmas. It’s an outdoors event in Montevideo’s most famous park and there are DJs and guest artists who also participate.

esTOY, in Spanish, means “I’m there”. It’s also a play on words with “es” (“is” in English) and “toy”. The idea of the series of posters is to take Generation X’s childhood icons to reinterpret them with the aesthetics characteristic of child/teen drawing of the 90s: markers and handwritten typography. All this was done so as to attract the audience which is mainly this age group.