Learning a second language can be a daunting task. Over a twenty-five year period, the founder of Xicalango (he-ca-lango) Press cultivated her own programs
and methods for teaching English as a
second language to a Spanish speaking
audience. As she set up her classrooms in various locations, including New York, Cancún Mexico, California, Central and South America, she gained a special understanding about people's behaviors and attitudes towards the difficulty and excitement of learning another language. Using this insight, she developed an entire series of affordable English learning games based upon the imagery of a familiar family oriented Mexican-picture-bingo game. Instead of using a traditional workbook in a classroom setting, students learn vocabulary, grammar, and other concepts of linguistic structure on their own through interactive game-play with friends and family.

To promote its games, Xicalango Press needed to first develop its own distinct visual identity system including a brand logotype which would be featured on all its products sold in the United States and Mexico. After spending some time with the founder of Xicalango Press, it was clear that her exuberance, creativity and interest in world cultures played a key role in driving the company. Her love of native Mexican culture could be seen in the extraordinary collection of hand crafted figurines proudly displayed throughout her home and working environment. Incorporating aspects of the collection's imagery and hand made qualities into the design of the identity, seemed to be a natural direction to take. The resulting visual identity is a combination of vibrant color and lively patterns, creating a distinctive look, reflecting the characteristics of both the company and the founder.
 
 
Top and bottom right: Stationery system for Xicalango Press.