Branding Design

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 The Marketing & Development Coordinator oversees the marketing department and creates all event visuals. Assisted by marketing interns. Project Date December 2024 Project Duration 6 Months Project Brief HACES introduced the annual Gran Lotería Night to bring the community together in a casual setting. This mini-fundraiser, which offered small sponsorship opportunities, grew HACES’ community visibility while raising funds. Designed as a more affordable and inclusive alternative to the formal gala, the event provided a fun and accessible opportunity for the community to connect with HACES and its cause. The Gran Lotería Night took place in the evening at a brewery. This event targeted working adults. We organized the event from 6-8 PM to accommodate the busy schedules of our participants. Loteria is a Mexican game similar to bingo, but instead of numbers, it uses colorful illustrations with an associated title.  While playing, attendees could purchase beer brewed in-house at Nightshade and Dark’s or food from a taco truck outside. In addition, seven lucky winners won prizes and gift baskets. To further connect attendees to the HACES mission, I created nine custom HACES lotería cards and incorporated them into the game. Speakers shared information about HACES’ services when these special cards were announced. Seven of the nine cards featured Hope, the HACES mascot, adding a recognizable and engaging element. These changes offered attendees a unique and memorable HACES experience, reinforcing the mission they were supporting, highlighting its impact, and strengthening brand equity within the community. Project Overview The board members were interested in creating an annual fundraiser that would be: Cost effective Fundraise an additional $3,000 Easy for the staff to recreate every year Would bring the community together to increase the visibility and strengthen the brand recognition of HACES To successfully launch our new annual fundraiser, we chose a reliable platform that supported multiple payment methods and streamlined both online and in-person transactions. We also focused on creating a compelling and memorable HACES experience that attendees would look forward to each year. To maximize impact, the event was strategically launched on Giving Tuesday, allowing all donations to be matched. Graphic Design Visual Design Postcard Invitation Sponsorship Form  Loteria Cards Sponsorship Table Cards Marketing Social Media Marketing  Email Marketing  Functioning Online Ticket Platform Above the Fold Image on Website Facebook Event Cover Graphic Stakeholders The Gran Lotería Night was organized by HACES staff and the Board of Directors. A dedicated fundraising committee was established to oversee the planning and execution of the event. Board members helped secure sponsorship and gift basket donations. Throughout the design and marketing process, careful consideration was given to the target audience, working adults, to create an event that would be fun, easy to participate, and well attended. Sketches After being assigned to create the event’s visual identity, I asked HACES marketing intern JP to review the project brief and provide me with an original idea of where we could take the visuals of the event. JP thought we could make the logo a glowing sign to emphasize the “gaming” aspect of the event, as seen in other industries like the casino. Additionally, he added that we should have flying loteria cards around it. Next to his written notes, he showed me a picture of a glowing sign he found on Amazon.  I loved JP’s idea. It was unique, eye-catching, and targeted the correct audience. Once I approved JP’s idea, JP created three initial sketches. I enjoyed JP’s layout in the second sketch. I did a quick sketch to picture how the cards could interact with the neon sign. I began to study the color scheme of the classic Mexican Loteria game made by Don Clemente and picked out the repeated colors I saw, noting them in my sketchbook. In addition, I started sketching the sponsorship logos for each category.  Color Scheme The visual identity for Gran Lotería Night features a vibrant color palette of blue, yellow, pink, and green. These colors were chosen both to capture attention and to evoke the traditional look and feel of the classic Don Clemente Mexican Lotería game. This helped ensure that when the nine new HACES cards were integrated, they matched the overall design and felt authentic within the classic lotería aesthetic. The classic Don Clemente Loteria cards lay on my desk at work. I chose ten cards that repeated the colors I most frequently saw within the deck.  I created a color palette based on those colors. I added five pigmented hues and three lighter hues for contrast. Visual Elements Nine unique HACES cards were created to add a personalized element to the invitation and the Loteria card. Considering our audience, the HACES cards included the title for each card in English and Spanish.  Showcases the three pillars of HACES from which the continuum of services is provided.  Represents HACES clients and volunteers. Depicts HACES services and Hope, the HACES Mascot, informing the audience she is a Swallow. The Final Design In conclusion, the design of Gran Lotería Night maintained the look and feel of the classic Don Clemente Mexican lotería game while thoughtfully integrating HACES visual elements. This balance of tradition and personalization ensured familiarity for attendees while generating excitement around the unique twist HACES would bring to the experience. Marketing To promote Gran Lotería Night, I led a multi-channel marketing campaign that included: A sponsorship letter (digital and printed) A ticketing platform Social media posts Email marketing newsletters A digital banner is displayed across various platforms The digital banner played a central role in building brand recognition. It was promoted through multiple online outlets to raise awareness of the event and maintain visual

Scroll to Section About the Business Project Brief Project Overview Sketches Color & Composition Final Design Marketing Event Material Photography 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 ContractorGraphic Design Services Project Date 1st Annual Family Fun Walk & Run February 2022 – June 2022 2nd Annual Family Fun Walk & Run February 2023 – June 2023 Project Duration 5 months Project Brief HACES introduced the annual Family Fun Walk & Run with three primary objectives: 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. Designed as a more affordable and inclusive alternative to the formal gala, the event provided an enjoyable and accessible opportunity for the community to connect with HACES and its cause. While targeting a different audience, the Family Fun Walk & Run offered sponsorship opportunities, ensuring continued support from partners and stakeholders. The event was held for two consecutive years, with the next annual event scheduled for June 2026. A unique and much-anticipated feature was the annual debut of a new version of Hope, HACES’ swallow mascot. Her evolving design reflected not only the organization’s continued growth but also its innovative approach to community engagement—making its brand more approachable, relatable, and visually compelling. The first Family Fun Walk & Run served as the catalyst for reimagining Hope, transitioning her from a realistic depiction of a swallow to the vibrant, friendlier, and more animated character she is today—a design that draws attention, resonates with families, and has become a beloved symbol of the HACES brand. Project Overview As a contractor, I was hired for five months each year to support HACES with their Family Fun Walk & Run, providing graphic design and marketing services. Graphic Design Visual Design Postcard Invitation Building Banner  Sponsorship Form  Yard Signs T-shirts Event Signage  Marketing Social Media Marketing  Email Marketing  Sponsor Form  Above the Fold Image on Website Facebook Event Cover Graphic Stakeholders The Family Fun Walk & Run was collaboratively organized by HACES staff and the Board of Directors. A dedicated fundraising committee was established to oversee the planning and execution of the event. All graphic design materials were subject to committee review and approval to ensure consistency with organizational objectives. Throughout the design and marketing process, careful consideration was given to the target audience, including families, local community members, young adults, board members, staff, sponsoring organizations and individual donors. Sketches 2022- hope reimagined The initial Hope was made to look like a 2D version of a swallow. The proportions were correctly made to resemble those of a real-life swallow. After being assigned to create Hope running, I asked, “What would Hope look like with more cartoon-like proportions?”Hope’s appearance was revised to be more cartoon-like.  2023- FACING THE FUN During the second annual Family Fun Walk & Run, Hope was once again redrawn. As a designer, I wanted to keep the theme of Hope running in nature consistent, while introducing a slight variation from the previous year. To maintain continuity with the event’s imagery and still add something new to build excitement, Hope was illustrated from a frontal perspective for the first time. hope reimagined To refresh Hope’s look for 2022, gradients were applied across her body to achieve a clean, vibrant finish. Final refinements were made to Hope’s eyes and feet to enhance expressiveness and visual balance. Jogging accessories—including tennis shoes, a running bandana, and sweat droplets—were added to reinforce the event’s athletic theme. Additionally, her feathers were pulled back to convey motion and give the impression of running, completing the dynamic character redesign. Facing the fun While reviewing the 2022 Family Fun Walk & Run invitation, I decided to depict Hope from a frontal perspective in the 2023 design to help maintain visual interest. Additionally, I noticed that the printed version of the 2022 invitation appeared less vibrant and lacked the contrast seen on screen, which presented an opportunity for improvement in the 2023 edition. Color Scheme & Visual Composition The color scheme for the Family Fun Walk & Run incorporates vibrant oranges, blues, and greens. The visual compositions for the First and Second Annual Family Fun Walk & Run feature subtle variations to keep each year’s design fresh, while maintaining a consistent look and feel. This approach ensures that both editions are visually connected, clearly indicating they belong to the same event series, while offering a new and engaging experience for the audience each year. 2022: First Annual Family fun walk & Run The First Annual Family Fun Walk & Run design used more shades of green than the Second. The four shades in this design are strategically placed to create a depth of field, with the darkest shade in the background, a slightly lighter green in the middle ground, and the lightest green in the foreground. Additionally, the varied greens add visual interest to the nature scene and make it more engaging. 2023: Second annual Family Fun Walk & Run The design for the Second Annual Family Fun Walk & Run used fewer shades of green, shifting the approach to depth by introducing dynamic perspective. Instead of relying solely on color variation to suggest spatial depth, the composition uses movement and linear perspective to create visual interest. For example, two alternating shades of blue form a spiral-like motion in the sky. Hope is illustrated running directly toward the viewer, creating the illusion that she might burst out of the frame. To amplify this effect, I applied linear perspective to the typography—words positioned closer to the viewer appear larger, while those further away

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 stakeholdersDefined 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. READ MORE 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. READ MORE Video Listen to Founder & CEO Maria Elena, me, and Board President Ron talk about the development of Hope.  https://www.youtube.com/watch?v=CccS0RJiRZI&t=47s Phase 3: First Hope Iteration Creation Date: July 2020Used 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. ColorDuring the time Hope was created, HACES was defining its brand as a whole. Previously, HACES had been identified with