MI GENTE
ART DIRECTION + DESIGN
MCCANN NY
What is it?
MI GENTE is the branding and identity for McCann New York’s Latinx ERG, created to celebrate and uplift the diverse voices within our community. The challenge was to craft a design that unifies the many perspectives of Latin culture while capturing its undeniable brilliance.
What DID I DO?
I designed the logo, branding, patterns, stickers, and provided art direction for future assets. The identity draws from the journeys our community has taken—its resilience, movement, and continuity. That’s why the custom typography flows in an uninterrupted, continuous form, representing the determination and distance traveled by generations before us.
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HOW DID I DO IT?
Through deep research and tapping into my own lived experiences, I shaped a brand that reflects the vibrancy of nuestra cultura. Collaborating with the design team, we refined every detail to ensure MI GENTE feels authentic, dynamic, and deeply connected to those it represents.
