On March 22, San Diego FC debuted Itzel Islas’ design for the club’s merch of the match, which was also kids’ night.
It was a collaboration inspired by the tagline “diversity is our super power,” Islas said, and it featured colorful cartoon soccer characters, such as a soccer ball, cleats, a whistle, a trophy, a palm tree, the sun and a Mexican wrestling mask. Islas’ designs were part of a merch capsule that included a hoodie, shirt, scarf, an enamel pin and a patch.
“And it was basically to show this idea of diversity and how everyone can exist together and how it makes everything better,” she said.
Islas’ journey to her latest partnership and to becoming a freelance graphic designer and illustrator has been over 15 years in the making. She is originally from Tijuana and is now based in San Diego.
She said her passion for creating art came at an early age and was just for fun. It started with drawing with colored and charcoal pencils in a sketchbook that her dad purchased. Then it evolved into painting and creating art on her computer.
As she grew and navigated through high school in San Diego, she still did not know what career path to follow.
“I just couldn’t see myself in a normal job (because) nothing felt right to me,” Islas said. “I remember at the time I was really into photography, and I was going to go to school for that, and (then) one day my mom came home, and she was like, ‘Hey, I met someone at the bank, and she does graphic design and maybe that sounds like something you would be into.’”
Islas enrolled in The Art Institute of California, San Diego, to learn more about graphic design and get her degree. After college, Islas designed apparel through a couple of companies she worked at that had licensing deals for Disney and Star Wars merch, which were sold at Nordstrom and Target, she said.
“I’ve also really been inspired by fashion,” Islas added. “So just having fun with the way I look and the way I dress. Just all of that is how I explore my creativity and inspire my work.”
Six years ago, Islas needed a change in her career path for health reasons and decided to go full-time as an entrepreneur and focus on her brand, Yay Itzel.
Now, as a freelance graphic designer and illustrator, Islas said she can focus on client work that aligns with her values and create art inspired by her “border-town upbringing, vibrant color palettes and playful elements of everyday life” that celebrate “culture, community and joy,” she said.
Some of her past client work includes logo designs for local companies such as Barrio Donas, packaging designs for Societe Brewing, a mural for El Cholo’s Kid and a campaign for Adobe. She also creates and sells apparel, greeting cards, tote bags, stickers and accessories, which can be found on her website and at pop-up events around San Diego County and Tijuana.
Islas’ work also focuses on “creating a positive bicultural impact and encouraging others to pursue creative careers,” she said. This includes mentoring students at San Diego City College studying graphic design through one-on-one talks, student portfolio reviews and sharing her career path as an invited speaker at high schools and colleges.
“I love taking those opportunities because … I never imagined that what I’m doing today was a possibility for me,” Islas said. “So I just like to go out there and answer questions and show kids that anyone can do these types of things, and just tell them a little bit about what I do in case they haven’t thought about it.”
Islas also said she travels back and forth to Tijuana for inspiration and to support local businesses because Tijuana “is so lively” and with “amazing food everywhere you go. And just like here (in San Diego), a lot of young people are opening up their shops, and I think it’s a great time for creativity and fun in Tijuana.”
Here are some of Islas’ recommendations to visit and explore in Tijuana.
Itzel Islas is a freelance graphic designer and illustrator from Tijuana and is now based in San Diego. (Anita Barcsa)
Q: Where is your favorite dining option?
A: Anywhere and everywhere! I honestly have too many, but lately I’m always stopping by Tacos Mike, an unassuming puesto right outside of an auto repair shop that serves the best tacos de milanesa y chile relleno. For drinks, I love Midori Kos Café. It’s a favorite coffee shop of mine that focuses on matcha and carries really unique seasonal flavors.
Fernanda Romero, a barista at the young hip Bunko Libreria, a cafe and bookstore, takes orders for customers as they chit chat about their personal lives in Tijuana, Mexico on Friday, April 17, 2026. (Carlos Moreno / The San Diego Union-Tribune)
A woman at the young hip Bunko Libreria, a cafe and bookstore in Tijuana, Mexico on Friday, April 17, 2026. (Carlos Moreno / The San Diego Union-Tribune)
Young people chit chatting outside in the patio of Bunko Libreria, a cafe and bookstore, in Tijuana, Mexico on Friday, April 17, 2026. (Carlos Moreno / The San Diego Union-Tribune)
Young people at the hip Bunko Libreria, a cafe and bookstore in Tijuana, Mexico on Friday, April 17, 2026.. (Carlos Moreno / The San Diego Union-Tribune)
Fernanda Romero, a barista at the young hip Bunko Libreria, a cafe and bookstore, takes orders for customers as they chit chat about their personal lives in Tijuana, Mexico on Friday, April 17, 2026. (Carlos Moreno / The San Diego Union-Tribune)
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Fernanda Romero, a barista at the young hip Bunko Libreria, a cafe and bookstore, takes orders for customers as they chit chat about their personal lives in Tijuana, Mexico on Friday, April 17, 2026. (Carlos Moreno / The San Diego Union-Tribune)
Q: What is your favorite small retail business or pop-up vendor to support?
A: Bunko Librería is the coziest little bookstore that also doubles as a coffee shop, a great small-owned spot tucked away in a shopping center with a really solid book selection. I also love Julep Coffee because even though it’s primarily a coffee shop, they host the most fun events, art exhibits and workshops.
Q: Where is your favorite open space?
A: I know there are some big parks that Tijuana is known for. I’m going to be really honest, and when I go I don’t necessarily go to open spaces like that, but I love walking around the pasajes on Avenida Revolución because you’re always bound to find a gem or two, whether it’s a new small business, a vintage trinket or artisan-made goods.
Q: Where is the best piece of artwork?
A: I have somewhat of a tie. I really love the mural at the Jai Alai. Even though it originally received some pushback, I think it’s a beautiful piece on an iconic Tijuana building, and I love that it’s a collaboration between 11 different artists. The Monument to Emperor Cuauhtémoc statue located on the second roundabout on Paseo de los Héroes is a close second. I have so many memories of driving around this bronze statue since childhood, and I love seeing it every time I’m in Tijuana.
The Tijuana Cultural Center on Friday, April 17, 2026. (Carlos Moreno / The San Diego Union-Tribune)
Tourists taking a photo at the Tijuana Cultural Center’s interactive fountain on Friday, April 17, 2026. (Carlos Moreno / The San Diego Union-Tribune)
The Mexican flag waves near the Tijuana Cultural Center’s IMAX Dome on Friday, April 17, 2026. (Carlos Moreno / The San Diego Union-Tribune)
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The Tijuana Cultural Center on Friday, April 17, 2026. (Carlos Moreno / The San Diego Union-Tribune)
Q: Where is your favorite entertainment attraction or historic landmark?
A: The CECUT, without a doubt. I grew up going there, and it was a big part of my childhood. I still remember walking through their exhibits and watching movies inside “La Bola,” their huge IMAX theater. It’s one of those places that will forever hold a special place for me.