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Smithsonian National Museum of the American Latino
The Smithsonian’s National Museum of the American Latino brings forward the stories, culture, and contributions of Latinos as a core part of American history.
Develop a cohesive branding and advertising campaign for ¡Puro Ritmo!, a major bilingual exhibition exploring the evolution and cultural impact of salsa music in the United States.
Campaign strategy, brand identity, out-of-home advertising, print and digital campaigns, social media content, motion graphics, and environmental wayfinding.
We translated the rhythm, movement, and cultural depth of salsa into a bold, scalable visual system designed to perform across multiple channels, from Metro advertising and print to social media and immersive museum environments.
Using the commissioned illustration assets as a foundation, we developed a unified identity that feels dynamic, contemporary, and culturally grounded, elevating the exhibition into a cultural moment that connects with diverse audiences and positions the museum as a leading voice in Latino storytelling.
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