Rebranding a Superstar

Wisin is one of Puerto Rico and reggaeton’s biggest stars. After a 15 year career as part of a duo, he decided to launch his solo career and tapped CultureCreate to develop his new image and album.

El Regreso del Sobreviviente

To revamp an already established image we had to design a mark that would separate him from anyone in the scene. We worked closely with him to understand the complexity of the work he was presenting and figured a way to show his strong personality by developing a ambigram*. This ambigram, though symbolic, served as a constant reminder to all that no matter how you look at Wisin you would always see the better version of him. 

“Se alinearon los planetas”

We then shot him in a neo futurist setting and used one of his famous coined phrases as inspiration for the design of the album.

 

*An ambigram is a word, art form or other symbolic representation whose elements retain meaning when viewed in different angles