Featured Project:
For Latin American Heritage month last year I was invited to be a Co-Creative Lead as well as the Lead Designer for this campaign. Our brief was to create a cultural moment to celebrate Latin American YouTube creators and artists. Part of our deliverables were to create a Visual ID and campaign messaging that would feel representative of the Gen-Z Latin American community. Here’s a breakdown of all the pieces that came together to build this campaign’s story:
+ Manifesto
I started off with a piece of writing that would set the tone of the campaign and serve as a reference component to make sure that as the project developed it would stay true to the campaign’s intention:
The Latin American identity is so often informed by what we learn of ourselves over time and is ever evolving the more we dig deep into our past; our family history; our roots.
This direction speaks to the people/creators who are coming-of-age and are in search of what makes them unique by looking at where they come from.
+ Modular Grid
Because our deliverables list included assets that ranged in spec sizing and formats, I went with a custom grid that would house and contain our creators and visuals. This made things a lot easier during the production process
+ Custom Lettering & Color Story
We chose words to act as fun & expressive graphic elements that would read in both Spanish as well as Portuguese to be inclusive of Brazilian Latin Americans. I also made sure to choose a bright and vibrant palette that would be representative of Latin culture and would pass accessibility checks on the platform.
+ Creators & Artists
A major element to this campaign was to promote LatAm YouTube creators and artists that contribute to our present culture. We worked closely with the Go-To-Market team to source participants that represent the community.
+ Cultural Image Library
The Latin community is incredibly vast in location as well as experience; a Nicaraguans dialect for example, can be so different from a Columbians even when speaking the same language. It was tough to condense down, but we curated a gallery of stock images that would support the visual narrative of feeling Latin. These images were meant to resonate with folks that either grew up in Latin America, or as is often the case with first-gen Americans, images they would recognize from family photos or even audible stories.
+ Stickers
I illustrated stickers to add pops of fun and playful vibes. (It’s all about the vibes.)
= Finished product
Each component came together and translated into different formats: Deliverables included on-platform digital assets, digital-out-of-home’s at SoFi Stadium, and social media headers. These ran throughout the month of celebration and aligned with the Bad Bunny concert held at SoFi stadium.
After the campaign:
Did I mention I myself am Latina yet?! Well– I am! And I’m so honored to have been able to lead and execute on this brand cultural moment alongside a wonderful GTM team and my mentor who was my co-lead. While I had fun working on this project, my favorite part was this reaction video from @MonicaStyleMused who was featured in the key art:
For non-Spanish speakers: What she is saying (loosely translated):
“That’s me! That’s me! This Black girl here!”.
To know that she felt seen and represented through a piece of art I created, means I did my job and did right by my community. This is how I measured success.