Client
UnidosUS
UnidosUS
Categories
Brand Identity
Experiential Design
Timeframe
Summer 2025
Creative Team
Senior Director, Creative & Editorial Studio: Carlos Barahona
Director of Design: Kelly Isaac
Senior Manager, Design & Brand: Rachel Jones
From members of Congress to advocates, civil rights leaders to immigrant advocates, the 2025 UnidosUS Conference featured experts and bold leaders demanding change for the Latino community. It was also the 20th anniversary of UnidosUS president and CEO, Janet Murguía.
We planned an experiential timeline for attendees to walk through key moments of impact over her 20 years as an advocate for Latino communities and as a leader of UnidosUS.
Visual Rationale
The A submark functions as both a letter and a visual spotlight or beacon. A visual clue to the 2024 annual theme: Beacons of Change, which would be announced at this event's close. This approach follows some of the brand’s traditional strategy on event branding and accommodated leadership's direct request for letter icon and capitol building. The capitol building is an annual motif for this event, associating the primary event content to policy and advocacy.
To re-fresh, I leaned in to revitalized typography and color palette. The oversized and heavy letterforms with a metallic sheen communicate power, scale, and impact. The energetic oranges and reds are bold and commanding, grounded by neutral navy blues and grays.
To re-fresh, I leaned in to revitalized typography and color palette. The oversized and heavy letterforms with a metallic sheen communicate power, scale, and impact. The energetic oranges and reds are bold and commanding, grounded by neutral navy blues and grays.
Orange culturally signals enthusiasm, warmth, community, and urgency. It also carries associations with Latino heritage and vibrancy, aligning with UnidosUS's identity as the largest Hispanic civil rights organization in the U.S.
Stridations, half tone effects, and slanted edges are used across the brand to create movement, emphasis, atmosphere and light.
UnidosUS acknowledges authorship, all materials created by employee can be referenced by them. Photography by Zuno. All rights reserved.