A digital space that encourages Latino folx to learn english, navigate everyday life in the U.S. & gain knowledge on the citizenship process.
A brand experience that aims to integrate Latinos in the United States. Creando Raíces was born to serve as a branch of Revolution English, that strives to provide linguistic tools and a cultural understanding to support their journey of adaptation and growth— through online module lessons and preparation videos.
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Inspired by the brand's mission to be the link between cultures and the opportunities that English provides, I went with a both a friendly serif font, a handwriting font, and a desert inspired color palette that embraces cultural roots and academia.
SERVICE PROVIDED
Art Direction
Brand Strategy
Visual Branding
BRAND WORDS
Cultural / Authentic / Community / Warm / Traditional
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The Identity
Integrating the Bluebird as a Mascot for the English Course
Just as bluebirds migrate, so too do many Latinos when they move to the U.S. The bluebird's journey can parallel the story of newcomers as they navigate and adapt to a different cultural and linguistic landscape
Learning to Sing a New Song
The bird's song can be a metaphor for learning English. Just as birds communicate through song, Latinos in the U.S. can 'sing' their stories, hopes, and dreams in a new language.
Bright & Approachable
A bluebird, with its cheerful color and demeanor, can make the course feel approachable and less intimidating. It signals that while learning can be a challenge, it's also a joyful and rewarding experience
Creando Raíces
The term "Creando Raíces" translates to Creating Roots," and it encompasses much more than just its literal meaning. It's a metaphor, a narrative, and a promise rolled into one.
When Latinos move to the U.S., they
embark on a transformative journey. Just like a plant transplanted to new soil, they must adapt, grow, and eventually, set down new roots. "Creando Raíces" captures the essence of this journey, symbolizing the act of planting oneself in unfamiliar terrain and flourishing over time.
A Metamorphical Journey
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Brand Voice
Empathetic & Understanding
Creando Raíces" recognizes the challenges and aspirations of Latinos in the U.S., offering content that eases their settling process
Cultural Connector
Bridging Latino heritage with American nuances, the voice celebrates a melding of cultures
Relatable & Authentic
Speaking genuinely, "Creando Raíces" mirrors everyday conversations, ensuring familiarity and trust.
Informative & Guiding
Acting as a compass, it provides valuable insights, from English lessons to cultural tips, aiding in confident navigation through American life
Optimistic & Inspiring
Beyond mere survival, the brand voice promotes thriving, embracing new experiences while establishing strong roots.
Supportive & Reassuring
Offering consistent support, the brand assures its audience that they're not alone in their journey.
The Mood—
