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At the ripe age of 15 years old, I immigrated to the United States from Colombia in order to pursue better opportunities. Shortly after my arrival, I noticed the lack of inclusivity that the Spanish-speaking population experiences in this country. The U.S. Census Bureau reports that there are approximately 40 million Spanish speakers in the United States as of 2015. Unfortunately, this is not reflected in many fields, including the visual arts.

In light of this reality, I decided to utilize my skills as a graphic designer to cater to my community and create an inclusive space. As an immigrant myself, I know how hard, complex, and tedious it is to leave everything behind to build a better life abroad. Therefore, I decided to create a fictional, non-profit foundation named Fundación ALAS  (ALAS Foundation in English). This institution provides immigration and community services to Spanish-speaking immigrants at a very low cost. The word “Alas” translates to “Wings” in English. This name evokes the imagery of a bird spreading its wings. This symbolism is close to me as, like many other immigrants, I had to spread my wings and fly away from home.

The project I present before you is my conception of the ALAS brand. I produced the logo, which is reflected upon a 4-part poster display advertising the foundation to the general public. Additionally, I created the brand’s identity guidelines which outline how the visual elements should be rightfully applied in various visual contexts. This is accompanied by original merchandising, packaging, and apparel designs.