MELA is a conceptual project developed during my Brand Identity course at the School of Visual Arts. The concept was inspired by the vibrant spirit of Latinx culture and the need for a space that uplifts and celebrates emerging Latin artists. This brand identity blends tradition with a fresh, contemporary perspective—capturing the energy, pride, and diversity of the Latinx community through bold visuals and thoughtful storytelling.
Target Audience
MELA is designed for a diverse and culturally curious audience with a passion for contemporary art, heritage, and creative expression. Its primary audience includes: Artists and Creatives (Ages 18–45): Emerging artists, designers, and cultural enthusiasts seeking representation, inspiration, and community. They value authenticity, inclusivity, and cultural pride. Art and Culture Lovers: Individuals from all backgrounds who are eager to discover new voices in the art world and explore the richness of Latinx culture through innovative exhibitions and storytelling. Educators, Students, and Cultural Institutions: Those who aim to engage with Latinx art as a learning tool and promote cross-cultural understanding and appreciation. Collectors & Curators: Art world professionals looking to support and elevate new talent in the Latinx community.
Challenge
The challenge was to create a brand identity for a conceptual museum that not only celebrates Latinx heritage but also feels fresh, relevant, and inviting to a new generation of artists and art lovers. It needed to reflect the diversity within the Latinx community while avoiding clichés, and instead present a visual language that feels both rooted in culture and expressive of contemporary creativity. The identity had to be bold, inclusive, and adaptable—able to live across physical spaces, print materials, and digital platforms—while authentically representing the voices and stories of emerging Latinx artists.
Solution
I created a bold and culturally rich brand identity that celebrates the diversity of the Latinx community. Through a geometric logo, vibrant colors, and expressive typography, the visual system reflects both tradition and modern creativity. Designed to be adaptable across print and digital platforms, the identity brings MELA to life as a vibrant, inclusive space for emerging Latin artists.
