Unidos en la Lucha:
Brand Identity/Visual Narrative

Unidos en la Lucha was the primary in-person Casa Latina fundraising event in 2023. Shifting from the traditional gala fundraising event our team planned to throw a block party to increase community participation and reach an additional base of supporters. As a celebration of community filled with Lucha Libre, live music, food, vendors, and other fun activities, our team looked to establish a strong visual identity that incorporated all of the different elements of the event.

Areas of work

Branding
Content

Channels

Social Media
Email

Mood board of inspiration for event identity.

Challenges

The primary goal was to create a event identity that not only reflected the feeling of the event, but also communicated the values of Casa Latina’s work. I worked to encapsulate themes of solidarity, pride, and activism in a way that felt authentic, motivating, fun, and culturally relevant.

Strategy

The design process began with a combination of word mapping values we wanted our visuals to evoke and research into typical celebrations in Latin America. This research informed some of the designed elements which led us to create three different themes for the event which we further explored. Through an iterative design process, we concluded on a final theme 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 imagery was a reimagination of a “Sonidero”. Sonideros were dance parties held in low-income neighborhoods (prominently in Mexico but could be found in other Latin American countries) where a DJ would play music for the community. This framework informed the bold colors to evoke energy, combined with “hand-crafted” typography inspired by Latin American “Rotulo” lettering. Imagery, such as raised collage-styled pictures complemented the grassroots hand-crafted feel. Additionally, the imagery also played an important part in sharing some of the history, work, and community components we wanted to express.

Narrative Building: The storytelling was built around “celebration” and 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. We also focused on highlighting the different small Latinx businesses and artists to build anticipation for the event and to tie in our mission/ values.

Unified Voice: The language used in copy and messaging was carefully curated to be bilingual and inclusive, ensuring accessibility and a sense of belonging for a broad audience. Overall, we wanted it to be clear that this event was for everyone. This approach reinforced a community-centric narrative that encouraged participation, support, and inclusion.