In February 2023, Comex convened 12 professionals representing various creative disciplines to develop four color trends and select the color of the year for 2024. Over a span of three days, these experts gathered at the Four Seasons Resort Tamarindo, where they engaged in discussions about the current state of affairs in Mexico and the world, analyzed recent cultural phenomena, and exchanged personal experiences. Four teams of three people each were tasked with creating each trend. Popsible, W( )W, Legado Valiente, and RefleXelfeR were the names of these complex palettes. Unanimously, Ardiente 090-07 was chosen as the color of the year. The Color Authority led the team of creatives towards these captivating color stories.