LULAC 10TH ANNIVERSARY
Event Advertising Identity | Social Media
The lockup chosen embraces the small but fierce hummingbird, know in Latin America as a symbol of power, an entity that leads the way. The hummingbird flys in front of the sun, a symbol of homage to the Aztec sun god Huitzilopochtli. The abbreviations on top of the iconic figure anchors context with the organization’s name and location, while the bottom reads what the event is celebrating.
We gathered interest and inspiration from geographical and cultural landscapes to inform the brand’s contextual visual identity: low riders, papel picado, food presentation, art, mariachi bands, textiles, wildlife, and the sun.
Feathers were used as a repeating pattern for specific social media posts that harnessed the notion of protection by the hummingbird, as well as showcasing important information — mainly, the events that take place inside of the anniversary festival. This border treatment is valuable in the saturated social media landscape that requires creative ways to make sure that users stop and engage with posts. White was used as a highlight color to accompany the border pattern’s visual urgency as well as a positive and clean appeal.
The brand’s concept was visually instilled into the contextual social media posts that informed users regarding the history of activism for the Latinx community in the United States, the role that tamales play across Latin America and how they are made, and what being involved with LULAC means today. These how’s and why’s anchor the attention from users, providing additional motivation to attend.
Over 90 years of service and 132,000 members, LULAC boosts civil rights, health, education, and the betterment of economic conditions for the latinx community in the US with the power of 1,000 councils throughout the country. LULAC started in 1929 when the latinx community was being denied basic civil and human rights, and continues to run strong today.