Upfront
2026
Client
Mercado Ads
Year
2026
Country
Argentina - Brasil - México
Sector
E-commerce / Advertising
This year marked the second edition of Break The Tape, the Mercado Ads Upfront, which traveled to Brazil, Mexico, and Argentina to present leading brands with the evolution from Retail Media to Commerce Media. Our challenge was to build a regional brand experience that kept its strength and impact in every market. We were involved from the event’s conception, working on the brand strategy, a new visual identity, and the end-to-end design of the experience.
Visual Identity
Brand Experience
The 360 Echo of Behavior
A message like this called for a bold, tech-forward identity. We built the key visual around the concept “The 360 Echo of Behavior”: how a simple impulse becomes a signal that resonates across the entire ecosystem. We created a 100% digital identity, with glass textures and transparencies serving as the echo itself. Distortion effects, light flares, and delicate graphic details come together in a premium, balanced image that elevates the brand’s technological sophistication without over-branding and with the focus on the audience.
One identity, three stages
As brand guardians and experience creators, we developed a system that comes to life at every touchpoint and adapts to each country consistently: a shared language solid enough to hold the identity together and flexible enough to work across different contexts.
The result: an Upfront that spoke with one voice in three markets, proving that strategy, design, and experience can take a brand far beyond its borders.
