TV AZTECA / GRUPO SALINAS VISIÓN 20·20 / Multi-Franchise Brand Governance

Brand Governance · Internal Communications · Art Direction · Multi-Market Rollout · Environmental Graphics

The Challenge

Achieve a visual communication system capable of operating consistently across a large organization with multiple locations, regional franchises and independent creative teams.

Visión 20·20 was created to communicate a new chapter for TV Azteca while providing a flexible framework that could adapt across formats, environments and audiences without losing brand recognition.

The system had to remain consistent from corporate screens and digital communications to printed materials, events and large-scale environmental applications.

Context & Scale

The campaign supported a broader period of transformation at TV Azteca, communicating innovation, cultural change and a renewed vision for the organization.

The visual system was implemented across the company’s main facilities in Mexico, including Ajusco and TV Azteca Novelas / Miramontes, and distributed to regional teams throughout Mexico as well as international operations.

Its identity combined a clean editorial foundation with a recognizable system of color blocks, typography and concise messaging, allowing different communication pieces to feel distinctive while remaining part of the same visual universe.

My Role

I worked across the application, documentation and governance of the campaign’s visual system, ensuring that materials produced by different teams remained aligned with the master identity.

My responsibilities included:

* developing and adapting master graphics;

* documenting visual standards and implementation guidelines;

* reviewing and approving assets prior to production and publication;

* creating templates for regional teams;

* supporting and training teams in the correct use of the system;

* preparing master files and production specifications for local vendors;

* overseeing digital, print and environmental applications;

* coordinating with internal and external teams to maintain consistency across locations and markets.

The System

Visión 20·20 was conceived as a modular communication system rather than a collection of individual pieces.

Its visual language extended across internal communications, screens, acrylic signage, digital assets, informational materials and physical environments while maintaining a recognizable visual structure.

The campaign’s message library ranged from cultural and motivational statements to communications about transformation, entertainment and the evolving role of broadcast television.