— PROJECT NAME
Latinx Heritage Month 2021 Brand and Production
— ROLE
Creative Direction
Art Direction
Branding
— DELIVERABLES
Theme & Logo
Brand Style Guide
Brand Resources
Event Playbook
Website
— DATE
07/2021-10/2021
Latinx Heritage Month (LHM) is celebrated September 15 – October 15 to recognize the contributions of Latinx & Hispanic people. While LHM is a US-Based holiday, HOLA uses this period as a flagship moment to highlight and raise awareness for our community globally.
As Global Brand Lead for HOLA (Google's Latinx Employee Resource Group) and Creative Director for Latinx Heritage Month (LHM), I owned branding, art direction, marketing and content strategy, globally.
HOLA’s 2021 theme was ‘Legado. Presente. Futuro’ (Legacy. Present. Future.). HOLA celebrated our community through a multigenerational lens – honoring our past, embracing the present, and looking to the future.
Due to our amazing leadership team, LHM 2021 became Google’s #1 Cultural Moment on social media.
Vibras, The Grand Finale
As part of LHM 2021 programming, co-produced a virtual concert and finale featuring Juanes, Chicano Batman, Banda MS and Liniker.
Virtual Meeting Backgrounds
I hired external artists and illustrators to produce backgrounds for our virtual events happening globally as a way to add delight and build community.
Virtual meeting backgrounds and art by @libritos
Virtual meeting backgrounds and art by @mariajesuscontreras