Thoughts

Tenoch Technologies Sound Hub

Brand Identity

Tenoch Technologies is an LA-based company specializing in electronic instruments and custom services, with its name inspired by the ancient Mexican city of Tenochtitlán. The brand identity draws from Aztec culture, symbolizing order within chaos, and incorporates key elements of electronic instruments such as knobs, waveforms, and discs, highlighting both the industry’s features and the company’s custom design offerings, while honoring the rich soundscape of Mexican cultural heritage.

To align with the company's vision and appeal to electronic music artists and enthusiasts, I developed a brand identity that draws from Aztec symbols and ancient Mexican culture, integrating key elements of electronic instruments such as knobs, waveforms, and discs.

The concept centers on the Aztec symbol “Ollin,” seen on ancient Mexican drums, representing movement and balance—order within chaos. I blended this with other cultural icons like snakes, eagles, and cacti, merging them with electronic music aesthetics. This fusion inspired custom letterforms and a button-shaped logo that invites open engagement.

I also contributed to the copywriting, including the slogan “Echoes of the Past, Beats of the Future,” which visualizes the fusion of heritage and innovation—like a shifting digital switch. The slogan unites all brand elements, capturing the intersection of Mexican culture, electronic music, and contemporary innovation in Los Angeles.

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Tenoch Technologies Sound Hub