ADELANTE: Hispanic Heritage Month 2025
Overview
Led a corporate Hispanic Heritage Month campaign for USAA’s Hispanic/Latino Employee Impact Group (EIG), creating a scalable brand system and interactive cultural experience. Balanced heritage authenticity with company values and leadership storytelling.
Led a corporate Hispanic Heritage Month campaign for USAA’s Hispanic/Latino Employee Impact Group (EIG), creating a scalable brand system and interactive cultural experience. Balanced heritage authenticity with company values and leadership storytelling.
Concept: From Our Roots to Our Voices
• Roots → ancestry, culture, tradition
• Voices → influence, leadership, impact
• Bold, modern visuals with warmth and cultural resonance
• Roots → ancestry, culture, tradition
• Voices → influence, leadership, impact
• Bold, modern visuals with warmth and cultural resonance
Brand System & Applications
• Logo, tagline, typography, color palette, and patterns
• Scalable across digital, print, environmental graphics
• Applied to digital billboards, social media templates, emails, posters, decks, and Zoom backgrounds
• Logo, tagline, typography, color palette, and patterns
• Scalable across digital, print, environmental graphics
• Applied to digital billboards, social media templates, emails, posters, decks, and Zoom backgrounds
Cultural Activation: Lotería-Inspired Commemorative Piece
• Designed a collectible Lotería-inspired art piece featuring nine custom value-based character cards
• Developed a special CEO character card edition presented in a branded display frame
• Translated company values into culturally rooted visual storytelling
• Managed creative production and executive-facing presentation
• Received direct email recognition from the CEO, including personal acknowledgment of creative execution
• Designed a collectible Lotería-inspired art piece featuring nine custom value-based character cards
• Developed a special CEO character card edition presented in a branded display frame
• Translated company values into culturally rooted visual storytelling
• Managed creative production and executive-facing presentation
• Received direct email recognition from the CEO, including personal acknowledgment of creative execution
“Thank you, Daniel, for your artistic contribution to this wonderful gift. Your creativity captured the rich and vibrant tradition of Loteria and connected it to our Association. It is a beautiful reminder of our shared journey and the spirit of our community.
I will be proudly hanging this in my home! Gracias!”
Juan C. Andrade
USAA President and CEO
Juan C. Andrade
USAA President and CEO
