Pancho Villa
For Gold & Glory
A book that tells the story of Doroteo Arango, a man born into poverty and hunted by the law who became the legend the world knew as Pancho Villa. The man, the myth and the revolution that claimed everything he had.
The project was about building a graphic universe around that story, using assets that reflect the era in which it takes place: revolvers, rifles, a banknote-style seal and a coat of arms of our own, with its eagle and snake. Each element works as a piece of one system and appears across the cover, the spine, the back cover and the interior of the book. The palette comes from the land itself: terracotta, adobe, aged paper and muted gold. On top of it, spot UV marks the title, the ornaments and the “PV” monogram, so they only reveal themselves when the light hits them from the side.
“Claim what’s rightfully yours.”
This is a fictional project created for portfolio purposes. The book, its text and its story do not exist as a published work.