GRAPHIC DESIGN | ART DIRECTION | BRANDING STRATEGY
The Hispanic-Latine Student Assembly (HLSA) is one of the largest Signature Events at the University of Florida. Organized in collaboration with HSA, the Hispanic-Latine Student Association at UF, HLSA aims to introduce students to the 35+ organizations that thrive within our university and showcase the incredible impact the Hispanic-Latine community can have at UF.
ROLE: Marketing Director
DELIVERABLES: BRAND GUIDELINES, ART DIRECTION, ILLUSTRATION, SOCIAL MEDIA POSTS, MERCHANDISE DESIGN, FLYERS
SOFTWARE: ILLUSTRATOR, PROCREATE,
THE ASK
As this year's Marketing Director, I was given 5 months to execute HLSA's theme, “Ilumina tu Camino." This consists of space elements, stars, and chrome. Our theme, which translates to “Light Your Path,” encourages students to embrace our Hispanic-Latine community's richness, vibrancy, and diversity and use it as inspiration to light their unique paths at UF. This included developing HLSA's brand identity, social media presence and content, and print materials such as stickers and flyers.
COLOR PALETTE & FONTS
To start, I designed this year's new brand guidelines. We wanted shades of purple and pink to evoke feelings of wisdom, ambition, and light. The dark backgrounds create a strong contrast, allowing the stars and moon to capture attention. I wanted to make it feel if you were looking at the sky and focusing on each and every star, as every student is a unique star with a light that shines through.
#554884 #CAB3FD #D39ADD #A585D5 #D9C8E0
MONTSERRAT
AGRANDIR GRAND
AGRANDIR BOLD
LOGO
Our logo is meant to represent HLSA's theme, which is lighting your path. The logo is a visual representation of this journey for students; the stars symbolize the guidance of light, whilst the moon represents the goal. Each star on the path represents the countless opportunities that await students. As a whole, we wanted this logo to represent the bright future our community is working toward. This logo is our profile picture and watermark across our Instagram, LinkedIn, and TikTok.
Seen below are the different versions of the logo until we reached the final product.
MERCHANDISE & PRINT
Drawing inspiration from our logo's moon and stars, my marketing coordinator and I collaborated to design shirts, lanyards, tote bags, and flyers for the event. Each item features unique design elements that tie into the overall theme, enhancing the event's visual identity and creating memorable takeaways for participants. The merchandise was distributed to over 500 attendees.
STICKERS
T-SHIRT
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LANYARD
TOTE BAG
EVENT FLYER
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THEME REVEAL / INSTAGRAM FEED
Social media, especially Instagram, is the most vital part of HLSA's event awareness. I created a social content calendar and templates for HLSA's Instagram, featuring content such as informational posts about the event, director spotlights, coordinator spotlights, story takeovers, and more. My coordinators helped me with these posts.
The HLSA promotional video was a pivotal part of our marketing campaign, as it is the kickoff of this year's theme. My talented videographer, Alexis Vivanco, took the lead in filming, editing, and producing this video, bringing our vision to life. While my logo, branding, and design elements are integrated throughout, his work is truly the driving force behind the video’s success. This post especially boosted our engagement, gaining over 100 followers, with more than 300 likes and 16,000 views."
SOCIAL MEDIA POST: INFORMATIONAL CAROUSEL
Each year, the HLSA Instagram account posts an informational recap of the Hispanic-Latine Student Assembly as its first post, with each new theme marking a fresh start and reintroducing the assembly to our audience. I created this template with a star border to make it simple yet eye-catching.
SOCIAL MEDIA POST: EXECUTIVE BOARD SPOTLIGHTS
To get to know us better, I ideated and executed a template to showcase the executive board for this year. The idea was to make each post look like a planet, hence why each is slightly different as all planets do not look the same.
SOCIAL MEDIA POSTS: CABINET CAROUSELS
I created a template spotlighting our three cabinets with our 11 coordinators so our audience can get to know them better and why they chose to be part of HLSA this year.
SOCIAL MEDIA POST: HLSA 2023 RECAP CAROUSEL
To conclude last year's theme, I created a recap template of last year's assembly and gave it a scrapbook feel.
SOCIAL MEDIA POST: SPECIAL GUESTS
EVENT DAY
