This project is still in progress This campaign celebrates Latin art, literature, and music—uplifting voices that feel especially vital today. Centered on joy and pride, it highlights Latin creativity with a focus on music and sound. In response to the backlash against Puerto Rican artist Bad Bunny headlining the Super Bowl, it transforms outrage into celebration, honoring Latin music as a force of unity and cultural power. At its core, this campaign is about reclaiming space and embracing identity through joy, reminding audiences of the beauty, strength, and influence of Latin culture in a time of division, politicization and erasure.
Process
Early Research & Moodboards
In my early identity design process, mood boarding is highly important for me to explore visual languages in relation to my topic. I started by researching latin musicians and their visual identities, especially while they perform. I found so many beautiful patterns in their clothes and instruments, and wanted to dive deeper into this. So I explored South American textiles and patterning, as well as how it’s been applied to more modern graphic design. I also was very interested in getting inspiration from latin typography, illustration, and design.
Ideation
In this particular project we were pushed to create different versions of a possible identity prior to marrying one. I took 3 unique approaches: One focused on type, the one focused on image, and the third focused on the combination of the two. You can see my explorations and thought process behind each below:
I explored alot of sketching making hand-made type, and this specific exploration really stood out to me due to its dynamic nature. The stretching and retracting motion felt playful and had movement, which I felt spoke to the rhythmic nature of latin music very well. As a system itself, it also just felt very versatile and easy to apply to an array of different medias.
I found this typeface by Madeline ODonoghue and felt it spoke perfectly to early latin graphic design with paper cut out typography that was so graphically unique. I decided to pair it with cut out shapes that felt graphic in the same language as the typeface. I really enjoy the atmosphere this system creates and it was a close second, but ultimately I felt the type alone worked the strongest.
I wanted to play with these flower shapes as a more graphic and digitalized version of flower motifs seen in latin textiles. I enjoyed the layered quality of them and applying the motif to all the different medias. However, ultimately I felt this system worked the least as it felt the most dull and motionless in comparison to the other two.