THE INTENT: BUILD A VISUAL FRAMEWORK FOR FUTURE HERITAGE MONTHS | ROLE: CREATIVE LEAD / ASSOCIATE CREATIVE DIRECTOR
I’m often asked, “What does your day-to-day look like?” Most days follow a familiar rhythm, but every so often, I’m faced with a unique challenge—one that requires rethinking the puzzle from the ground up. This recent project required developing a cohesive visual framework for nine upcoming Heritage Month celebrations—all within a week. The solution needed to seamlessly align with brand guidelines while remaining flexible enough for both internal and agency teams to implement.
The result? A simple, scalable system designed to celebrate and embrace cultural diversity.
Define Themes
Core themes set the mood and tone, aligning with brand values and audience expectations. For this project, themes included movement, reflection, innovation, and affirmations.
Establish Voice
Language shapes the brand’s tone and messaging. To reinforce key themes, I explored headlines like “Step into Destiny,” “Paving a Path Forward,” and “Reflect Back. Innovate Forward.”
Research Visual Cues
Color, typography, photography, and layout unify the design. We explored patterns, textures, and expressive imagery to create a cohesive visual identity.
This project highlighted the importance of celebrating cultural diversity through thoughtful design. By applying fundamental design principles, we built something special that will be repurposed through digital, print, social, and experiential media all year long.