360 campaign, art direction, logo adaptation, visual system, social media, out-of-home, web, and merchandise.

Puerto Rico Farm Credit is an agricultural financial institution dedicated to credit for the sector. In 2022 it turned 100 and was looking for a campaign that would honor its history without staying stuck in the past. The challenge was to build a visual system strong enough to sustain a year-long celebration, across dozens of pieces and very different channels.

PRFC wanted to celebrate 100 years, but also to look ahead. Its long-time clients were farmers with a bond to the brand that ran through more than one generation. At the same time, a new generation of future producers was coming up and needed to feel invited in.

The starting point was only the institutional identity. There was no prior commemorative version and no visual system designed for a campaign of this scale.

The challenge was clear. How do we honor 100 years without keeping our eyes only on the past?

With the copywriter we defined the concept "100 years x 100 more". The equation captures the underlying idea: not only looking back, but also projecting the next hundred.

From there we brought down three pillars that shaped the whole campaign, defined together with the marketing team:

Trajectory. Honoring the institution's history.

Celebration. Recognizing today's members and farmers.

Boost. Inspiring the next agroboricua (Puerto Rican agriculture) generation.

I knew the campaign would run through all of 2022, across dozens of pieces and very different channels. So my number one priority was to build a robust and flexible visual system that anyone on the team could apply without losing consistency.

A commemorative logo as a bridge. I adapted the institutional logo by adding "100" in a typographic treatment that dialogues with the brand without covering it. It replaced the original throughout the year.

A palette extended from the institutional green. I added a lime green as the campaign color, bringing energy and fresh air without breaking with the identity. We also assigned a main color to each of the three pillars.

Graphics that evoke growth. A pattern based on the "100 + 100" formula, repeated across backgrounds, together with illustrated landscapes and produce from the Puerto Rican countryside.

A modular system for social media. Pillar-based templates (Trajectory, Celebration, Boost) that kept production sustainable across the year.

The campaign stayed active through the twelve months of 2022, with dozens of pieces across different channels, holding the same tone, palette, and message.

For me, the biggest takeaway was designing at scale: when the system has to last a year, every early decision multiplies. Working with that in mind changed how I approach the identity of a campaign.