Project WE x Old Navy / Latinx Heritage Month
Concepting | Art Direction | Branding | Visual Design
Project WE
Project WE is an ongoing collaboration with diverse artists to shed light and have conversations around the rich culture in our nation. Each artist designs a unique tee shirt that reflects their culture and heritage. LatinX month was a huge project for me personally because of my Colombian heritage. We were tasked with finding a way to highlight each artist individually, while grounding all of the visual design within Old Navy’s Imagine Mission, their corporate social responsibility platform. From concept to execution, I was personally involved in photo art direction, social media planning, set design, creative toolkit art direction, and video content creation.
Photo Art Direction
When designing the sets for each artist, I wanted to utilize this opportunity as another way their artwork could shine through. A portion of their t-shirt art was blown up as a backdrop and we brought in different props depending on their medium and personality. I also planned into gif sequences that we captured on set to be used in Manuela, Ruby, and Favianna’s videos I created for our social platforms.
Creative Toolkit Direction
We sought to infuse a big pop of each artists’ individual style by breaking out a few of the motifs we loved from their tee design, while still grounding the assets in the blue hues of the Imagine Mission graphic toolkit.
