Seen, Supported, Celebrated
Shop Latinx Branding and MerchCreative Direction
2022
As the sole creative lead on the team, I led the visual evolution of Shop Latinx—building a brand identity rooted in culture, community, and bold self-expression. One of the most impactful moments of that work was a merch drop that quickly became a defining part of the brand: widely shared, press-covered, and deeply embraced by our community. What follows is a look at the identity in motion—from product design and UGC to campaign imagery and cultural reception.
The Collection
Merch Photography
This collection was designed as a love letter to the SLX community—each piece a reflection of shared identity, intention, and joy.
I creative directed a campaign that blended editorial polish with lived-in warmth, capturing the energy of our community in motion. From candid moments to styled stills, the photography told a visual story that was both aspirational and deeply rooted in real life.
Every shot was crafted to feel like a lived-in moment—joyful, unfiltered, and deeply connected to our audience’s reality. We leaned into natural light, real textures, and expressive casting to create a shoot that felt more like a day spent with friends than a campaign. The goal wasn’t just to sell a product, but to show what it looks like when community pride is worn on your sleeve—literally.
Building the Brand
Visual IdentityThis wasn’t just a merch drop—it was a full-scale rebrand. I developed a bold, expressive visual system that honored the complexity of Latinidad with bright colors, hand-drawn elements, affirmations, and gradients that radiated joy. Inspired by the cultural energy of cities like San Juan and Mexico City, and designed to stand proudly next to modern editorial brands, the SLX identity became instantly recognizable and emotionally resonant.
Worn with Love
UGC & CommunityThe most rewarding part of this project was watching the SLX community bring it to life. People styled their pieces, tagged us in stories, and shared heartfelt reactions to the messaging. Seeing how the products empowered wearers and sparked connection confirmed our belief that design, when done with care, can truly reflect and uplift culture.
Cultural Impact
Press & ReachThis drop didn't just sell—it resonated. The collection was picked up by press and praised for its intentionality and impact. The attention it received helped build brand credibility and opened doors for partnerships, collaborations, and broader recognition. It marked a turning point in how SLX was seen within both the community and the industry.
Seen, Supported, Celebrated
Shop Latinx Branding and Merch
Creative Direction
2022
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