The design process began with a combination of word mapping and the values we wanted our branding to evoke. Along with this came extensive research into typical celebrations in Latin America. This research informed the symbols we used. For the first stage of the design process, three different themes for the event were created. Through an iterative design process, we landed on a final theme that was carried throughout all digital/physical communications and all printed materials for the event (merch, signage, program, etc.) Our final event identity is summarized in the following three pillars:

Visual Language: The ethos of the brand identity was a reimagination of a sonidero neighborhood party. These parties were held in low-income neighborhoods (in Mexico, but a similar sound system culture can be found in other Latin American/Caribbean countries), where a DJ would play music for the community. This concept informed the use of bold colors to evoke energy, combined with “hand-crafted” styled typography inspired by “Rotulo” lettering seen in towns and cities. The use of collage-style pictures complemented the DIY hand-crafted feel we wanted. Additionally, the imagery was important in conveying the history, work, and community that the organization represents.

Narrative Building: We wanted to tell the story of a community celebrating one another by highlighting the accomplishments of our members, supporters, and staff. This was an event by and for the community that you couldn’t miss. So, during the development of further visuals and copy for external communication, a festive, welcoming, and relaxed tone was incorporated.

Unified Voice: The language used in our messaging was curated to be bilingual and representative of the Latinx experience in the US, creating a sense of familiarity to reach a broader base of supporters. Overall, we wanted to be clear that this event was for everyone. This approach reinforced a community-centric narrative that encouraged participation, support, and inclusion.