About the Business
HACES is a nonprofit based in Lake County with 20 years of experience providing navigational support and expertise. Department of Justice-accredited, HACES specializes in immigration law and offers expert guidance on immigration cases. Operating on three pillars—legal, education, and health—HACES divides its services to address different aspects of clients’ lives, aiming to improve their overall quality of life.
My role
Contractor. (July 2020 – May 2023)
The Marketing & Development Coordinator oversees the marketing department and is responsible for creating all event visuals. Assisted by a marketing intern. (June 2023 – Present)
Project Date
July 2020 – April 2025
Duration
HOPE is a work in progress, continually taking on new forms as new poses are created.
Project Brief
Maria Elena Jonas, Founder and CEO of HACES, envisioned her organization with a mascot representing and relating to the immigrant journey. She desired to create a unique mascot that would differ from the commonly used symbol within the immigration niche, a butterfly.
Maria Elena chose a swallow, a popular migrant bird known for its resiliency and loyalty. I was entrusted with bringing this vision to life and collaborated closely with Maria Elena and Ron, President of the Board of Directors. Together, our goal became to create a friendly mascot that resonated with clients and remained true to the HACES brand. This mascot would serve as a brand ambassador, bringing appeal and intrigue while correctly informing new audiences about HACES, its services, mission, vision, and values. The mascot would elevate brand awareness within Lake County.
Phase 1: Gathering Requirement / Research
01
Gathering Requirements
Empathized with stakeholders
Defined stakeholders expectations
Understood project goals/scope
Empathized with stakeholders
HACES stakeholders include clients, board members, donors, foundations, employees, and volunteers. A key characteristic of the future mascot would be its ability to empathize with the audience it addresses, with the ultimate goal of forming meaningful connections. For that reason, it was essential to create a well-developed character that carried the essence and values of the brand.
Defined stakeholders expectations
What do all HACES stakeholders have in common? A deep respect and value for the immigrant. HACES stakeholders are part of HACES because they believe in the:
- Mission of “providing expertise and navigational support for immigrants and citizens to become knowledgeable, empowered members of society. “
- Vision of being a “community leader in services to immigrants, dedicated to building a just and prosperous society where equal opportunity and representation are accessible to all.”
Understood project goals / scope
The HACES mascot needed to connect to stakeholders’ hearts. For this reason, it was decided that the mascot’s name would be “Hope.” She would embody the struggles and aspirations of immigrants who migrate to the United States. As HACES’ mascot and symbol, Hope would serve as a communicator between the organization, the community, and stakeholders.
02
Research
Based on the stakeholders’ expectations, I conducted additional research to ensure that a swallow would be a strong symbol to represent the HACES brand.
The swallow needed to serve as a symbol that immigrants from all backgrounds could recognize and connect with. Through research, I discovered that the swallow is widely known across European, Asian, Latino, and African cultures because of its migratory nature. Its recognizable traits—such as making long journeys, showing adaptability, and remaining loyal to one mate—give it a consistent symbolic meaning across cultures. It is often seen as a representation of new beginnings and prosperity, as it signals the arrival of spring. These qualities made it the ideal symbol for this project.
For more context, please take a look at the excerpt above from the HACES Brand Style Guide I wrote in 2020.
Phase 2: Development
Personality
When developing the mascot, my first step was to consider which human characteristics could be adapted to a swallow’s natural animal traits. I wrote statements like the following:
- Because it’s a migratory bird that makes a long journey (an animal trait), it is resilient, hopeful, and adaptable (human traits).
- Because it migrates during the spring (an animal trait), it has been culturally associated with new beginnings and can therefore be hopeful and trusting in its journey (human traits).
- Because it has a consistent migration path (an animal trait), it can possess confidence in its personal journey, determination, and be strong-willed (human traits).
My second step was to identify the emotions Hope would experience. Hope could be happy, excited, hopeful, or calm. Lastly, I thought of poses Hope could do to embody these emotions. Perhaps when she is excited and hopeful, she is flying towards a destination. When Hope is happy, she can smile or spread her wings. When Hope is calm, her face can be poised and relaxed. She can be standing.
Role
As previously mentioned and established by the HACES team, Hope would serve as a brand ambassador, representing HACES and communicating with the audience on its behalf. In this role, she would often take on the ‘Teacher’ persona, sharing information and educating others. Given her enthusiasm, she would approach this responsibility with energy and passion.
The Hope Story
Founder and CEO Maria Elena Jonas created the Hope story. This element in Hope’s character development gave her a background, and she was able to relate to the immigrant journey. The following image is taken from the 2020 brand style guide.
Video
Listen to Founder & CEO Maria Elena, me, and Board President Ron talk about the development of Hope.
Phase 3: First Hope Iteration
Creation Date: July 2020
Used from: July 2020-April 2022
Sketches
After doing research and developing Hope’s character, I decided Hope would be specifically a Barn Swallow. When I first sketched Hope, I drew her proportionally correct to an actual Barn Swallow found in nature. I wanted her to appear like a cartoon, yet still retain natural characteristics. My goal was to draw a friendly bird that could also be serious.
Color
During the time Hope was created, HACES was defining its brand as a whole. Previously, HACES had been identified with two different color schemes. However, after studying the attributions associated with each color, we, as an HACES team, determined that the following color scheme best aligns with our mission and vision statements.
You can learn more about the HACES brand by visiting the brand style guide I created.
Hope was not created to mimic the colors of a Barn Swallow. Instead, I took creative liberty and used the HACES brand color scheme. The personality analysis above demonstrates how I incorporated the associated attributions of each color into the character personality I had previously created.
Pillars
The programs at HACES are built following a foundation of three pillars: legal, education, and health. HACES takes a holistic approach to improve an individual’s overall quality of life, considering a client’s personal, private, and professional needs.
I was given the task of drawing Hope in positions and with artifacts to represent each HACES pillar. Since the word “pillar” has two definitions, and one happens to be a vertical structure, Maria Elena, wanted Hope to be on top of a pillar.
Later on, Hope began to represent the three pillars without the actual pillar illustrations, as those visuals took up too much space. The version of Hope with the pillars still had functional use in contexts such as the annual report, where the entire concept needed to be expressed. However, for day-to-day communication materials, such as our services postcard, it made more sense to use Hope with just the artifacts.
Poses
When Hope was first developed in 2020, she had three poses: a flying pose, a side portrait pose, and a balancing pose. Using these three poses, Hope was given different artifacts to introduce a subject or fulfill a communication goal. Hope interacts with artifacts using her beak, feathers, or claws.
Flying pose: A determined pose that is meant to show Hope flying in the air, showing her eagerness to reach her destination.
Side portrait pose: A serious pose that is meant to show Hope standing still at rest with no particular purpose but to state its presence.
Balancing pose: A pose in which Hope pulls her wings back to balance on the heart. Interestingly, one foot is slightly lifted, suggesting a step forward.
Using the three poses, twelve Hope variations were created.
Flying COVID-19 Hope
Standing COVID-19 Hope
Hope the Volunteer
Valentine’s Day Hope
Christmas Hope
Fundraising Hope – Giving Tuesday
Donate Hope
Usability
Hope’s role is to communicate and create connections. She appears in the HACES fundraisers, monthly newsletter, on the website, social media, the annual report, brand style guide, and signs within the building.
Brand Style Guide
In August 2020, I created a brand style guide for HACES, for staff and partners to use. In it, Hope’s role and functionality are clearly explained.
Annual Report
Hope was featured in the 2019-2020 Annual Report I designed. In the report, she introduced each pillar of HACES.
Signs
One of Hope’s first uses after her creation was to promote social distancing during the 2020 COVID pandemic through signage displayed throughout the HACES building.
Social Media
When Hope is first featured on social media, she is informing the audience about the services at HACES.
Later, Hope was used to promote HACES’ Giving Tuesday social media campaign.
Website
Hope’s first iteration was featured on the HACES website to inform the audience about the three pillars and carry on the theme as the services are explained.
Monthly Newsletter
HACES began creating monthly newsletters in 2021. Throughout the newsletters from January 2021 to March 2022, Hope can be seen:
Sharing program updates
Encouraging readers to volunteer or donate
Call to action. Volunteer. Donate.
Program Updates
Phase 4: Second Hope Iteration
Creation Date: April 2022
Used from: April 2022 – Present
Sketches
2022- Hope Reimagined
Hope’s second iteration was inspired when I was given the assignment to create her running for our Family Fun Walk & Run.
As I imagined Hope running with tennis shoes, I wanted her to have a cuter cartoon appearance. I decided to go against the natural proportions of a barn swallow and enlarged Hope’s head. Next, I made her wings smaller and revised her eyes. I emphasized the white area of her eye by making the lunar-like eclipse line thicker, enlarging the white dot, and adding another smaller dot next to it. This small detail made Hope’s face more lively, making her cuter and more interactive.
Color
The second version of Hope continues to use the HACES brand color scheme. To refresh Hope’s look, gradients were applied across her body to achieve a clean, vibrant finish. The gradients also added a bit more dimension to Hope in comparison to the first version, where Hope appears flat.
Poses
In the second iteration, Hope was developed into eight different poses.
Flying pose: A determined pose that is meant to show Hope flying in the air, showing her eagerness to reach her destination.
Standing pose: A side portrait pose displaying Hope standing still at rest, calmly.
Turned head pose: A side portrait of Hope in action with her head turned facing the viewer, calling them to join.
Active pose: A pose in which Hope pulls her wings back as she runs, with one foot forward and the other back. This pose includes tennis shoes, a bandana, sweat marks, and stride lines to emphasize movement and energy.
Frontal pose: A frontal portrait of Hope facing the viewer happily at rest.
Frontal pose with wings spread apart: A frontal portrait of Hope facing the viewer happily with full animation, energy, and warmth.
Active pose: A pose in which Hope pulls her wings back as she runs towards the viewer to create more engagement and emphasize movement. This pose includes tennis shoes, a bandana, sweat marks, and a HACES necklace.
Power pose: A confident Hope in a power pose, looking up, and feeling proud.
Using the eight poses, 47 different versions of Hope were created. Below are the three pillars. To view all 47 versions, click the button below.
Usability
Hope’s role is to communicate and create connections. She continues to appear in HACES fundraisers, the monthly newsletter, on the website, on social media, and on signs around the building. On one occasion, Hope was animated to present the Employee of the Quarter Award.
Signs
At HACES, Hope is flying around the building, sharing important information to both clients and staff in a fun and friendly way. You’ll spot Hope:
Informing clients when staff are on a lunch break
Pointing guests to each department
Explaining parking directions
Highlighting the special Employee of the Quarter parking spot
Giving a heads-up when a meeting is in progress
- Informing clients when HACES changes its office hours due to a holiday or staff meeting
Social Media
On social media, Hope connects with the HACES audience by sharing information about services, sending holiday greetings, announcing changes to office hours, inviting followers to support fundraisers, highlighting donors, announcing partner collaborations, encouraging people to vote, promoting transparency through program data, and more! Additionally, Hope takes pictures with special guests who interact with the HACES staff. Hope aims to engage regularly with the audience to build a strong and meaningful relationship.
Website
Hope is featured on the HACES website to inform the audience about the three pillars and carry on the theme as the services are explained.
Monthly Newsletter
Throughout the newsletter, Hope can be seen:
Sharing program updates
Encouraging readers to volunteer or donate
Inviting the audience to participate in fundraising events
Reporting on funds raised through recent fundraisers
- Highlighting community partnerships
Events
Since her creation in 2020, Hope has been featured in nine different events. Hope’s goal is to bring unity and strengthen relationships. nine
Type: Fundraiser
Date: December 4-6, 2020
Description: A virtual fundraiser split into three days, highlighting HACES’ impact in the community during the 2020 COVID pandemic.
Type: Fundraiser
Date: June 4, 2022
Description: A 5K race to engage a younger demographic and cultivate the next generation of supporters; to increase awareness of HACES and its services among local families and community members; and to create a small fundraiser event to support the organization’s mission.
Type: Fundraiser
Date: June 3, 2023
Description: A 5K race to engage a younger demographic and cultivate the next generation of supporters; to increase awareness of HACES and its services among local families and community members; and to create a small fundraiser event to support the organization’s mission.
Type: Fundraiser
Date: December 03, 2024
Description: A mini-fundraiser, offering small sponsorship opportunities, and growing HACES’ visibility in the community while raising funds.
Type: Internal Employee Event
Date: July 2024
Description: An employee health challenge encouraging employees to walk during July. The employee who walks the most steps in a month is the winner!
Type: Internal Employee Event
Date: August 09, 2024
Description: An annual employee picnic day where coworkers eat and play games together!
Type: Volunteer Appreciation Dinner
Date: April 23, 2025
Description: A volunteer appreciation dinner celebrating volunteers and their IMPACT!
Type: Mini Fundraiser / Community Events
Date: August 03, 2025
Description: An annual community event that provides free backpacks to students while informing parents of community resources. 2025 will be the 2nd annual event. This year, there will be sponsorship events to raise funds for the health and education programs at HACES.
Type: Mini Fundraiser / Community Events
Date: September 27, 2025
Description: An annual celebration taking place on or around Constitution Day, celebrating the HACES clients who became new citizens. The 2025 celebration will be the first to offer sponsorship opportunities to support HACES’ legal programs.
