La Cultura
La Cultura (the culture) was a digital campaign I art directed for Hispanic Heritage Month. Inspired by the imagery of Mesoamerican symbols and modern Mexican textile designs, the purpose of this campaign was to celebrate prominent Latin and Latinx authors in the publishing industry. I was responsible for the visual strategy, developing the final color palette, typography, imagery, photography, and design guidelines. I also developed reusable templates and design guidelines that allowed internal and freelance designers to extend the campaign consistently across multiple channels.
Client / Brand: Penguin Random House
Role: Art Director / Designer
Deliverables: Social, Web, Email, Templates
Collaborators: Penguin Random House Marketing Team
Objective: Celebrate and promote Latin and Latinx authors through a cohesive Hispanic Heritage Month campaign.
Result: Developed a scalable visual system used across digital campaign assets and templates.
