The project required target audience research into the everyday lives of Mexican people, familiar visuals, and cultural values associated with different colors and motifs.  This information was incorporated into the design, with the goal of creating a flyer that would speak to familiar cultural standards and support the goal of the organization, which was to create awareness of the Global Clean Water Initiative and to generate volunteers.

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To start, this design is in Spanish which is the National Language of Mexico.  This design heavily utilizes plant and water motifs which is a common styling and design choice within the Mexican Culture and is due to the long-term influence of the Aztec and Mayan civilizations.  The pink flowers in the design are dahlias which is the National Flower of Mexico, and their inclusion insinuates a topic that influences everyone within Mexico.  The circular orange flowers are Marigolds which represent hope and healing.  I had previously decided to not include Marigolds given their association with Die de los Muertos.  However, upon learning their deeper meaning I decided that they were a perfect fit for the message of this design.  

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The water crisis facing Mexico and its peoples has caused a lot of stress and suffering, and this design is offering a chance for healing.  The use of the water motif also speaks to this issue and acts as a direct link between the verbiage and the artistic elements of the design.  I purposefully chose not to use a photo in this design because very few Mexican designs include one, and I wanted to speak to the cultural expectations and familiarities.  This is also the reason I chose a white background - because of its symbolic meaning: unity.  It will require a unified front in order to tackle the water crisis, which the Global Clean Water Initiative is providing.  The color palette choice was based on that of fiestas which typically feature a variety of bright colors, which helps to emphasize the Launch Event.  The choice of typography is based on those typically chosen by Mexican Graphic Designers and would also be familiar to a Mexican audience.