After 40 years, the National Council of La Raza (NCLR) leadership entered in a full retrospection period. Once audience research results were in, a new communication strategy was built and a new name was chosen.
The new Brand Name process started with firm Sosa&Sosa, afterwards it was brought in-house to finalize it. There was something missing, the logo wasn’t showing the brand. I made a creative choice, the meaning of the name itself gave me the hint: Unidos means United. Therefore, I interlocked the D and O with the purpose of signifying embrace, unity and community and made it bolder. It was a winner!
social media identity