Beyond letterforms, symbolically, the design system embraces an omnipresence of arches, marigolds, and praying hands — religious iconography important to the client, Lauren M. Pacheco and Peter Kepha, given their prominence throughout Chicano and lowrider culture symbolizing a celebration of faith, life, and death. The visual identity comes to life with purpose by featuring Slow & Low’s world-renowned and emerging photographers. The photography gave the design system power, by going beyond showing the stunning, lowrider cars and spotlighting the individuals in Chicago’s lowrider community.