Project Description

Latino event branding for Mervyn’s

Company: Mervyn’s

Project: “A Celebration of Mexican Handcrafts, Music, and Food” (weekend-long cultural event in a mock, set-designed “Mexican town square”).

Purpose: Bring premier Mexican art culture to a long-acculturated, upscale Latino area (Montebello, CA) to re-introduce Latino residents to their native culture.

Solution: Produce materials as bi-lingual to resonate with Latinos across the acculturation spectrum. Then brand the event with authentic cultural aesthetics in alignment with the town square vibe. Creatively, UNO executed the event:

  • The “look and feel” brand style guide
  • Website design
  • Environmental graphics (parking lot light post banners, store entrance wraps, in-store communication)
  • Promotional items: shopping bags, signage, price tags, t-shirts

Outcome: Mervyn’s received a vast amount of event publicity in local newscasts and newspapers.  Event attendance surpassed all expectations to such a degree that all artisan works were sold out on Day 2 of the festival.

Latino event branding Getting to the heart of target audiences, and connecting with them, is UNO’s creative starting point.

This begins by replacing perceptions and notions with realities and actualities. We do this with a “visual brief” that we call “magery collage that establishes a project’s visual design direction (much like the creative brief serves as written creative direction).

Buis a collaborative UNO/client exercise. It yields an “art collage” of images mutually selected to reflect the envisioned design direction. We do this to channel individual design viewpoints into a group consensus of visual direction. Descriptive terminology like “cultural,” “authentic”.

or “contemporary” are relative; they differ in meaning from person to person. prevents “relative term” mishaps by providing a common client/agency basis of understanding and definition visually in the form of a mutually approved 

consist of various group-selected cultural attributes such as colors, arts, traditions, architectures, holidays, foods, heroes, etc. These become the visual filters that we use to.Latino event branding The exe.

With foundational aesthetic filters in place, we swiftly zero in on appropriate strategies, message style(s), and design techniques to exactly resonate with the target.