Challenge
HOLA Carolina is a regional news outlet and cultural connector for more than 85,000 people in Western North Carolina’s Latin and Hispanic communities. When HOLA recognized the need for a stronger, more sophisticated brand identity that told the full story of its work, they chose Formation. We applied our history of working with the Latino community, our commitment to understanding the cultures that are HOLA’s lifeblood and our creative curiosity to develop a next-level, high-energy brand for this vibrant organization.
Insight
Culture is everything. Apply your creative curiosity to spark authentic connection.
Our Approach
Even though we had worked with Latino organizations in the past, we shed our assumptions at the door and researched leading national and state Spanish-language news providers and cultural organizations for lessons to apply regionally. Inspired by our client’s dynamism, we developed a brand that positioned HOLA Carolina as a vibrant cultural beacon and bridge between the region’s Anglo and Latino communities. We embraced the vitality and vivid colors that are prevalent in Central and South American culture to develop a brand identity that attracts and energizes the community.
Our Deliverables
HOLA Carolina’s brand demanded an approach that authentically and joyfully embraced a full range of Latino and Hispanic cultures.
We went all-in on vivid colors and dynamic fonts to put culture front and center. The overlapping letters in the new logo show the interconnectedness between all of the countries and cultures that make up HOLA’s constituency. Upbeat talking points and messaging intertwined with the visual identity on a new website, print collateral and an impossible-to-miss van wrap.
Our Impact
“The Formation team brought an open mind and amazing ideas to their work with us. They were truly interested in learning everything about us and the myriad of cultures that we represent and with whom we seek to connect. As a result, they developed a brand that captures the essence of our community and our organization perfectly.”
Adriana Chavela, Executive Director