It’s December 4th and the client wants new everything (including a new name) in 12 weeks. Well okay. We took it. We'll just have to design, decide & develop faster. Wishful thinking. This change of name, changed our game (in a good way) and a beautiful new brand was born—Led by our client and an eclectic team of amazing collaborators.
Our plan was to develop a differentiated brand identity that verbally, visually and experimentally helps connect and communicate with young US Latinos who speak mostly English. We created identity icons/avatars inspired by urban street-art. Developed an open system to leave room for growth. The idea...Inspire and express>cultural blend identity.