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National Hispanic Heritage Month


event brand design

concept & design   |    print   |   social media    
American Advertising Federation 
Silver ADDY Awards 2022
campaign & single


This project's challenge was creating a unique, eye-catching campaign that marketed the month-long event but also embraced the rich, colorful Hispanic culture.


Inspiration began with research on the Hispanic culture and its folk art. String art is a traditional cultural craft, a concept for more exploration. In further research, a Mexican artist, Victoria Villasana, was discovered; she is a textile, installation, and street artist. The use of bright, vibrant colors in the embroidery is traditional to the culture, partnered with the rustic, grungy feel of the street art that Victoria used was embraced for this concept. This was the launching point for the creative inspiration for this project.

the process

learning embroidery

Esperanza   |     final design


outdoor signage

social media banner


print advertisement

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