Campaign Creative Lead for Join the Lucha

My client wanted to create a digital-first national network of cross-sector Latino/a/x leaders working to transform our narrative and drive change. This campaign serves as a resource platform to learn all about, participate in, and support our Latino/a/x communities, traditions, and activism. The campaign's mission is to create opportunities for authentic relationship building through the power of connection, culture, and activism. Ultimately, we want to uplift and empower our community to make a difference.

Through brand development, social media strategy/management, content development and communications strategy, I was able to establish a palpable digital presence nationally for Latinx folks. Through this initiative, Join the Lucha was able to establish a foundation for grant applications as well as open doors across sectors for Latinx folks in media, advocacy, and art spaces.

Goals/Requirements: As a dynamic Creative Director on this campaign, I had 3 main deliverables. • Build out a new brand • Build a social media presence • Create a comms strategy for virtual and in-person events

Pulling from my personal experience as a Chicana creator, I was able to work client-side in terms of building a Brand Voice, Tone, and messaging. From there, we used keywords to build out the campaign's visual standards, developing the colors, fonts, logo, and design elements.

Having this campaign come to fruition over the height of the pandemic, we were able to maximize our digital strategy across an increasingly remote culture. We took in-person events virtual, marketing them across platforms, we held IG Live conversations that were incredibly helpful amid the many (still ongoing) political and cultural moments reverberating throughout our communities.

By staying honest, youthful, topical, and radically progressive, we were able to harness a core audience across Youtube, Instagram, TikTok, Facebook, and Discord that would go on to support and advocate for the brand.

IG Lives became not only a way to engage a small audience, increasing brand loyalty and ensuring high-performing posts thereafter, but also to resource-share across the community.

Strategic partnerships went a long way for us. The efforts of NY Times Best Selling Author, Julissa Arce in partnership with Unidos US allowed us to create a video series that dispersed information about key issues pertaining to the Latino community. These videos went on to garner upwards of 100k views across platforms.

Join the Lucha now has many funders, an online audience upwards of 30k accumulatively, and, most importantly, a reliable, actionable network of innovators and changemakers consistently in community and collaboration.

Major takeaway was that it pays to be FEARLESS. This is a campaign that the country scarcely sees the likes of. So there was a lot of trepidation in building from the ground-up client-side. But not having many inspirations to pull from, being a trailblazer in this type of effort, actually created a lot of creative freedom. Once we EMBRACED the potential for radical change, everything fell into alignment with this campaign.

Another major takeaway was the importance of newsletters, consistent posting (content batching), and collaborative content syndication across channels with partners and peers.