CLIENT: Curacao Hispanic Heritage Month Campaign
ROLE: Visual, Marketing, and Graphic Designer
BACKGROUND: Curacao is a leading retail company serving Latino communities across the United States by offering electronics, appliances, home goods, and financial services while emphasizing accessibility and cultural connection. For Curacao’s Hispanic Heritage Month campaign, I was responsible for designing the overall look and feel of the campaign, developing a visual direction that celebrated Latino culture and community while aligning with the brand’s identity. The campaign aimed to highlight cultural pride while promoting seasonal retail offerings across digital and in-store platforms. I created a cohesive visual system used across promotional graphics, marketing materials, and retail advertisements, incorporating vibrant colors, cultural motifs, and bold typography to create engaging visuals that resonated with Curacao’s Hispanic audience and strengthened the campaign’s presence across multiple channels.
DESIGN PROCESS: I collaborated with the marketing team at Curacao to understand the goals for the Hispanic Heritage Month campaign and develop a visual direction that celebrated Latino culture while aligning with the brand’s identity. I explored vibrant color palettes, cultural motifs, and bold typography to establish the overall look and feel of the campaign. Using Adobe Creative Cloud, I created and refined campaign graphics that could be used across digital and in-store marketing materials while working with the team to ensure the visuals remained cohesive and engaging for Curacao’s Hispanic audience.
Moodboard with different concepts presented to Marketing Director.
Three promotional posters from Curacao’s Hispanic Heritage Month campaign displayed in-store, showcasing the vibrant color palette and bold typography developed for the campaign.
DIGITAL TEAM: All assets were created by Natalie Medina. Website header gif and digital catalog gifs created by Lucas Guercio. I lead the team by distributing assets to make branding guidelines for the look and feel cohesive.
MARKETING TEAM: Commercial was produced by Ricardo Cardenas, Creative Director.