Work

Own concept

¡HAY!

In Colombia, nobody wears a politician's T-shirt. The brief: a Bogotá mayoral campaign identity people would use, stick and share even if they don't care about politics.

Year: 2026
Disciplines: Branding, Campaign, Merch
Role: Concept, identity, tone of voice and merch
Deliverables: Brand manual, modular sign, graphic assets and 13 merch pieces
Audience: Bogotá residents aged 18 to 28

The concept

Election advertising is a wall of smiling faces, flags and promises nobody remembers. Young people aged 18 to 28, the group that votes least, have stopped looking.

Corner-store signs ("Hay pan", "Hay gas", "No fío") are Bogotá's most honest language. HAY ("there is") turns them into a system: a corner store doesn't promise, it announces what there is.

A hand-lettered tin sign with a sign painter's drop shadow and two nails.

Sign construction.

Versions for every background and size.

Grey for today, color for tomorrow

Wall lime#F6EFE340 %

Sign fuchsia#FF3D8B30 %

Chick yellow#FFD23F15 %

Ink#1B153010 %

Chalk lilac#C7B8FF5 %

¡HAY! modular sign with different words — A sign anyone can build: four fixed headers and one free word.

¡HAY! tone of voice — "¿Qué hay?" "¡Hay con qué!": it mocks the city's absurdities, never people.

¡HAY! campaign T-shirts — T-shirts.

¡HAY! cap and bandana — Cap and bandana.

¡HAY! buttons and stickers — Buttons and stickers.

¡HAY! tote and lanyard — Tote and lanyard.

¡HAY! banners and billboards on the street — On the street.

¡HAY! digital and print pieces — Digital and print.

Sign painter hand-painting a ¡HAY! tin sign — Special edition: tin signs hand-painted by sign painters from downtown Bogotá.

Credits

Concept, identity, tone of voice and merch design: Alexander Caro.

Concept project: the candidate and campaign are fictional and do not represent any real party or person. Base mockup photography was generated with AI; the logo, graphics and brand system are my own design.

Next project MotoFaro

Does your brand need a system like this?

Tell me where your project stands. I reply within 24 hours, in writing, with a clear proposal.

Message me on WhatsApp See more projects