Two celebrations, two distinct visions, one masterful approach to poster design: Mexico graphic designer Ivette Valenzuela’s Gold Award-winning works showcase her versatility in visual storytelling. Her tribute poster for El Colegio de Sonora’s 41st anniversary (above, left) transformed artist Helga Kreps’s own works into an ingenious self-portrait collage. In parallel, for the Sonora Philharmonic Orchestra’s 2024 season (above, right), she captured the dynamic energy of a new conductor through iridescent, metallic harmonies. Together, these projects demonstrate how cultural institutions can honor both tradition and innovation through thoughtful design.
By: Ivette Valenzuela, Graphic Designer, Ivette Valenzuela Design
“Helga Kreps: Teeth, Mutant Creatures, and X-Ray Dreams”
Poster for the 41st Anniversary of El Colegio de Sonora: A Tribute to Helga Kreps
As a designer, I strive to create works that resonate deeply, both visually and conceptually. Designing the poster for the 41st anniversary of El Colegio de Sonora (Colson) was a unique opportunity to honor the life and legacy of Helga Kreps. This poster was not just a graphic piece but a tribute to her influence as a symbol of creativity and cultural diversity. My goal was to encapsulate her rich history and contributions to art and society in a work that could communicate her legacy to a broad audience. My role as a designer is to build bridges where artists and the community meet, and my instrument is the poster.
Helga Kreps, a Chilean painter born in Germany, lived in Mexico from 1977 until her final days. Her life and work were the main inspirations for this project. Themes such as migration, exile, and solidarity, which defined her artistic trajectory, offered a powerful narrative. Her unique and unparalleled work draws from human figures, dolls, haunting dreams, felines, and dentures, constructing a profoundly evocative visual narrative. Titles like The Lesson in Taxidermy (1986), Convalescent Icarus (1987), They Trust Your Apathy (undated), and Your Baroque Heart Spans Worlds (1984) highlight her ability to intertwine emotional complexity with boundless imagination, leaving an indelible impression on those who view her art. Her ingenious creations fueled my mind and imagination, yet nothing seemed sufficient to live up to this homage. My challenge—and opportunity—was to translate her artistic voice into a design that would do justice to her legacy. Why not design a Helga through her own work? That way, wherever she may be, she won’t judge me too harshly.
The strategy focused on creating a collage that merged Helga’s diverse artistic styles and themes. I recreated her little-known portrait with precise vector strokes composed of fragments from her own works, reflecting her multifaceted creativity. The collage became a visual representation of her journey, blending abstraction, texture, and symbolism to narrate her story. Helga made the creative process easier through her vast repertoire, including materials such as X-rays, corrugated cardboard, yarn, hoses, paper mache, wood, textiles, and conventional tools like nuts and wire—all of which demanded careful handling to avoid overwhelming the design with an exhaustive catalog of techniques.
Balancing Helga’s complex themes with an accessible and impactful design was a major challenge. I used digital tools to layer textures and elements, creating a rich yet coherent composition. Another hurdle was ensuring the design adapted seamlessly across various formats, from posters to souvenirs, without losing its essence. Rigorous testing and adjustments guaranteed a versatile and consistent outcome.
Colson’s vision was instrumental in shaping the project. They sought a design that commemorated their anniversary and reflected the profound impact Helga had on cultural and academic communities. Their input guided the project’s direction, ensuring the final design aligned with their aspirations while preserving my creative approach.
The poster became the centerpiece of a year-long celebration honoring Helga. This symbolic image was featured in exhibitions, poster prints, animated designs, stage settings, calendars, souvenirs, notebooks, and other print and digital media. Even the campus itself adopted these graphics throughout the year, celebrating the legacy of this extraordinary artist and her impact on society. Its versatility allowed it to transcend a single medium, solidifying itself as a symbol of Colson’s commitment to safeguarding cultural icons. The public response was overwhelmingly positive, sparking renewed interest in Helga’s work and legacy.
This project reaffirmed my faith in the power of design to tell stories that matter. Creating a piece celebrating an extraordinary artist like Helga Kreps was both a privilege and an inspiration. The experience deepened my appreciation for the interplay between art, history, and design, inspiring me to explore similar narratives in future projects.
The joy of designing posters lies in translating complex stories into visual narratives. Let the subject guide your process, and don’t shy away from experimenting. Balancing creative vision with client and audience needs can lead to profoundly meaningful outcomes. The techniques and level of technical complexity matter less than the heart and spirit poured into the work.
Design is not just about aesthetics; it is about connection and storytelling. Projects like this remind me of the potential our field holds to preserve and celebrate cultural legacies. I hope to continue exploring how design can bridge the past and the future, stimulating audiences in many ways.
“Symphony of Lights: The Brilliance of a New Baton”
Poster for the Sonora Philharmonic Orchestra (Series), 2024 Season
Working on the design for the 2024 season of the Sonora Philharmonic Orchestra (OFS) has been a profoundly enriching experience. Having dedicated my life to working on cultural and artistic events as a Mexican graphic designer, translating emotions into visuals has always been my greatest challenge and passion. The opportunity to create a series of posters for an orchestra now conducted by the young director José Eduardo Alarcón was both an exciting endeavor and a great responsibility.
Music was my guide throughout the process. Listening to weekly rehearsals of pieces like Weber’s Oberon Overture and Beethoven’s Symphony No. 7 allowed me to immerse myself in the orchestra’s vibrant spirit. Working at the Sonoran Institute of Culture, which shares space with the orchestra, also allowed me to witness Maestro Alarcón’s dynamic, almost choreographic conducting style. This inspired key elements of the design. I aimed to capture the dialogue between the OFS’s classical legacy and its vision for the future by employing a metallic, iridescent, and immersive palette that connects with new generations while maintaining the timeless essence of music.
Every element was carefully chosen to resonate with the audience. The series comprises four posters unveiled throughout the year, each featuring wind instruments to maintain visual cohesion. However, ensuring that the metallic tones retained their impact in both digital and print formats was a significant obstacle, resolved through advanced digital tools and careful planning.
Collaborating with the OFS was essential to align my vision with their expectations. The design not only celebrated this moment of transition but also solidified the orchestra’s visual identity, striking a balance between innovation and respect for its legacy.
The result was more than a poster; it became a symbol of the season. Its impact on social media and other platforms was remarkable, creating an emotional connection with the public and contributing to the success of every concert. This project reaffirmed my belief in the power of graphic design to transform ideas into memorable experiences.
Achieving success in the creative field is just the first step; maintaining it requires steady, deliberate effort. It is crucial to develop strategies that nurture creativity and strengthen those skills. Dare to experiment and explore stories that ask “What if?” from fresh perspectives, opening paths to new ideas and transformative approaches. Always seek a balance between clarity and innovation, listen to both your client and your intuition, and don’t fear experimentation. Projects like this remind us of the impact we can have on our communities, creating lasting memories through design.
Ivette Valenzuela is a Mexican graphic designer who has focused her creative work on the national and international cultural and artistic spheres. Posters are her area of greatest influence. Her work has served to illustrate international exhibitions of contemporary dance, theater, film, and music. To speak of her style is to immerse oneself in a melting pot of technical, conceptual, and artistic resources ranging from handmade to digital, vectors to photography, and inks to textures. Her posters have traveled the world as she has been part of several exhibitions throughout the world’s mapping. Her creative work has led her to obtain several distinctions and awards from organizations such as Graphis and the Premio a! Diseño. In the XI Poster Biennial in Mexico, she received the Carlos Lozano Award for her career in cultural posters. She is currently a member of the Faculty of Design advisory board at the Universidad Anahuac, Mexico, and co-director of the International Poster Biennial in Mexico.
