For Rita Malacon, the Ugyonan Festival isn’t just an event—it’s a memory, a feeling, and a reminder of home.
Every visit to her father’s hometown, E.B. Magalona, is a sensory celebration: the taste of fresh crab and shrimp, the rhythmic pulse of street dancers in vivid costumes, the way the crowd lifts its gaze and heart in celebration of St. Joseph the Worker, and of the blessings pulled from both land and sea.
It’s this deep-rooted personal experience that sparked Rita’s thesis—a full promotional campaign for the Ugyonan Festival, designed to capture not just the spectacle, but the soul of the celebration.
“Watching the street dancing always moves me,” she shares. “You can feel the emotion. The unity. That’s what I wanted people to see—and feel—through my work.”
The word “Ugyonan” itself means “to unite as one,” and that became the emotional compass of Rita’s campaign: a visual and emotional experience meant to inspire joy, pride, and togetherness. Every element, from color palette to character design, was chosen to reflect the town’s warmth and collective identity.
And at the heart of the campaign is Harmony, a mascot Rita created to symbolize unity. With bright visuals and a joyful spirit, Harmony becomes more than a branding element—it becomes a face for the festival’s core values.
“I’m most proud of the logo,” Rita says. “It’s simple but layered with meaning. You’ll see it across posters, social media graphics, and merchandise. Everything ties back to E.B. Magalona’s heritage.”
But this isn’t just about design. Rita’s campaign is storytelling through color and motion. Her work is anchored in history, shaped by community, and elevated by her own sense of personal gratitude. Through her eyes, the Ugyonan Festival becomes more than a local celebration—it becomes a cultural offering worth sharing with the world.
“If my campaign were adopted,” she reflects, “I hope it would attract a wider audience and leave a lasting impression. But more than that, I want it to strengthen community pride and remind people that their culture matters—that it’s something beautiful and worth preserving.”
In every line, every symbol, and every splash of color, Rita Malacon is telling a story that began in her childhood—one shaped by seafood feasts, dancing streets, and the quiet joy of feeling like you belong.
And through her work, she offers that same sense of belonging back to her community—one design at a time.