Our client, Motores Británicos, the official Jaguar-Land Rover distributor in Latin America, approached us with a project that went far beyond our existing brand positioning and advertising work. The project was unusually broad: it wasn't simply a matter of designing an advertisement or putting a logo on a car. It involved building the visual identity for La Ruta de los Conquistadores (The Route of the Conquistadors) from scratch, developing a comprehensive communication campaign across all media, and simultaneously designing a special edition Discovery Sport tied to the event, complete with its own launch and sales campaign. Three projects that, in the hands of someone else, would have been three separate commissions. In identty's hands, they had to be a single, unified system.

The Ruta de los Conquistadores is no ordinary race. It's one of the world's most demanding mountain bike challenges: three days traversing Costa Rica from coast to coast, over 700 international competitors, and an environment so extreme that the terrain itself becomes part of the brand narrative. That character—tough, authentic, uncompromising—was precisely the territory Land Rover has been championing for decades. The challenge was to transform that shared identity into a system that would make them inseparable.

Before designing anything, a strategic question had to be answered: what should La Ruta mean to an outsider? Not to the competitor, who already knows what it is, but to the customer who is going to buy the car. The answer defined the entire system. La Ruta is not a distant and unattainable elite race; it is proof that there are people who need a vehicle that lives up to the experiences they aspire to. This argument connected the event with the product without either losing its identity.

The event's visual identity had to work at two very different ends of the spectrum. On one hand, at the heart of the competition: canvas, jungle, dust, heat, extreme visibility. On the other, in the showroom and in the media where the Discovery Sport is presented as a special edition. We built a system that took the Costa Rican landscape—its nature, its palette, its character—and translated it into a brand language capable of surviving in both environments without losing coherence.

The integrated communications campaign deployed this system across all media. The argument wasn't technical: we weren't selling features, we were selling belonging to a way of understanding the world. The Discovery Sport special edition wasn't simply a car with a vinyl wrap; it was the embodiment of an attitude. That requires a campaign that functions as a narrative, not a catalog.

For the race support vehicles, the visual system operated in maximum visibility mode: high-intensity tropical vegetation, the event's signature yellow, the La Ruta de los Conquistadores logo, and the Costa Rican flag as a limited-edition touch. A Discovery Sport that, within the race, needs no explanation: it's seen, understood, and effortlessly represents its presence.

For the special edition, the logic was the opposite. The customer driving this car outside of the event should feel they own something unique without the vehicle loudly proclaiming it. Understated elegance was a strategic decision: the event color appears only on the roof, the event reference is discreetly integrated into the bodywork, and two finishes, silver and Santorini metallic black, were offered so that the same approach could be applied to contrasting visual styles.

The result was a complete ecosystem: from the event's symbol to the sales pitch, from the vinyl design to the media campaign. British Motors didn't appear in The Route of the Conquistadors. It was the agency that built it, designed the car that represented it, and developed the campaign that told its story. That's what it means to work monolithically.