Service: Brand identity development, advertising and marketing strategy.

Mission: To build a culture of support for active transportation in East LA, promoting people-powered movement while preserving the distinct local style and culture.

Approach: As the artist and graphic designer, I leveraged my deep connection to the culture and understanding of the community's values and heritage to ensure that the campaign truly spoke to East LA residents of all ages. To reach and resonate with a wider audience, I provided posters, logo, and calendar design all in both Spanish and English. 

Outcome: With a strong brand identity to guide all work, the campaign successfully captured the vibrant spirit of East LA's culture and community. The color palette and branded name lent to visually striking bus-shelter posters and custom artworks showcasing the diverse ways East LA residents move around the city. 

Impact: The campaign authentically represented the local community, engaged its members, and evoked a sense of pride and ownership. A newly supportive culture of support for active transportation makes the streets of East LA safer, more inclusive, and reflective of the community's unique identity.