SITV: Cultural Blend

Strategic Challenge

How to create a differentiated brand identity that verbally, visually and experientially helps connect and communicate with young US Latinos who speak mostly English?

Creative Solution

Based on the idea that inspiration and expression create the best cultural blend identity, we created a visual system with icons/avatars inspired by urban street-art. To ensure freshness, our approach was to develop an “open system,” leaving room for growth and continued inspiration and expression.