FILMAR en América Latina is the most important festival dedicated to Latin American cinema and cultures in Switzerland. FILMAR supports independent cinema and Latin American filmmakers. Militant and committed films, testimonies, retrospectives of film personalities, the first works of emerging talents: the program reflects the richness, diversity and memories of the Latin American continent around seven sections. The visuals identity explores Latin America’s myths and their contemporary interpretation. Inspired by the characters of carnivals or the indigenous & their rituals, the characters created for the visual identity reflect the richness of the continent. We created the look of each character by designing their clothes and accessories, they were integrated into the whole communication and displayed in the public space seducing by their stature and their attitude which seem to want to establish a dialogue with the spectators. The images are used on the various channels that link to each other, and are also distributed as posters, flyers, program throughout the city.