How Onetouch built “Rewriting the Future” as Media Partner of TEDxSanPedroSula

Onetouch designed and ran the strategic communications and content production for “Rewriting the Future,” the TEDxSanPedroSula 2026 campaign. The work spanned eight milestones, from a July teaser video to the recap that followed the 12 September event. All of them shared one visual system: the word “future,” struck through and rewritten on every piece.

Key takeaways

• Onetouch handled strategic communications and content production for “Rewriting the Future” as Media Partner of TEDxSanPedroSula 2026.
• The campaign ran on eight milestones between July and September, with the full concept held back until the 15 July launch.
• The visual system struck through and rewrote the word “future” across stationery, stage, signage and merchandise.
• The campaign made a regional argument: what happens when Central America stops seeing itself as periphery and starts seeing itself as possibility.
• The Onetouch team—David Bustillo, Luis Aguilar, Mike Fernández and Fernanda Guardado, Chief Marketing Officer—ran the work alongside the TEDxSanPedroSula organizing team.

What a Media Partner role actually covers

Being Media Partner for an ideas event doesn't stop at covering the day itself. Here it meant two concrete jobs. Strategic communications: defining the concept, the tone and the reveal calendar. Content production: executing every piece, from the teaser video to the footage that documented the event live. Both ran under a single narrative, so no channel told a different story from the one on stage.

Onetouch coordinated eight campaign milestones across eight weeks for “Rewriting the Future,” from July through the wrap-up that followed the event on 12 September 2026 at Hotel Copantl in San Pedro Sula.

The eight-milestone timeline behind “Rewriting the Future”

The content plan was built as a dated roadmap. The logic: reveal the concept in stages instead of announcing everything at once.

• 10 July — Teaser video, with no reveal of the edition's name or concept.
• 13 July — Refreshed visual identity across the social media grid.
• 15 July — Launch of the “Rewriting the Future” concept, with the reasoning behind the project documented in every piece.
• 13–25 July — Shooting the creative concept alongside the organizing team.
• 1 August — Ticketing content, with package benefits and purchase options.
• 20 August — Event reminder, built to create urgency ahead of the date.
• 12 September — Live coverage of the event, the campaign's high point.
• 14 September — Photo and video recap, closing the communications cycle.

Each milestone carried a different business objective—anticipation, identity, ticket conversion, urgency, coverage, closure—and was measured on its own before moving to the next.

How the visual system was built

The campaign’s central device is easy to describe and hard to execute consistently: the word “future,” struck through and rewritten by hand, over a redacted-document aesthetic. Red bars hiding text, like a classified file released piece by piece. That system carried into key visuals, speaker cards, billboards, badges, interactive murals, workbooks and merchandise—tote bags and hoodies—plus the stage backdrop for the 12 September talks.

The logic behind the system isn't only aesthetic. Every application—from a billboard in a parking lot to the back of the stage—repeats the same core idea, so the audience recognizes the campaign without depending on a single channel. It's the same discipline Onetouch applies to any brand system: one idea executed consistently across every surface, rather than loose pieces with nothing holding them together.

The regional argument behind the campaign

One of the strategic threads in “Rewriting the Future” posed a direct question: what happens when a region stops seeing itself as periphery and starts seeing itself as possibility. Central America has grown used to looking outward—Silicon Valley, New York, Europe, Mexico, Argentina—for its innovation references. The campaign argued the opposite: that San Pedro Sula can also be a point of origin for ideas with regional reach, not only a recipient of trends generated in other markets.

Onetouch has operated out of San Pedro Sula since 2016. It opened a second office in Madrid, led by Alejandro Navarro, to connect Central American creative and technical execution with the European market. Producing that consistency from Honduras, for an event that brought together speakers from Honduras, Mexico, Colombia and Costa Rica, is the same argument put into practice.

The team behind the execution

On the Onetouch side, the work was coordinated by founding partners David Bustillo, Luis Aguilar and Mike Fernández, with Fernanda Guardado (CMO) leading day-to-day content execution. On the TEDxSanPedroSula side, the organizing team—led by Luis Gustavo Flores and Grace Sarmiento—defined the editorial concept and signed off on every milestone before it went out.

How the alliance was announced, and who took part in the opening conversation—including the reveal of one of this edition's speakers—is documented in the first article in this series.

Frequently asked questions

Conclusion

Communications for an ideas event are measured by whether the story lands before, during and after the stage—not only on the day. That is why the timeline covered all eight weeks, and why the visual system repeated on every surface instead of stopping at the stage. The real test comes now: we will know whether “Rewriting the Future” kept its promise once the 12 September talks go live and we can measure how far they travel outside Honduras.