New Cuban Brand
A Cultural Narrative Through Branding
Challenge
New Cubans is more than just a brand—it’s a movement. The project needed a compelling visual identity and brand narrative that would connect with a diverse audience while staying true to its core essence: celebrating contemporary Cuban immigrants culture. The challenge was to design a cohesive brand language that felt both fresh and authentic, striking a balance between heritage and modernity.
Creative Direction & Approach
I led the creative vision for New Cubans, ensuring that every element—visual identity, storytelling, and digital presence—aligned with its cultural mission. The process involved:
Brand Identity Development
Crafted a distinct visual system, including typography, color palettes, and iconography that reflected the vibrancy and resilience of Cuban culture. The goal was to create something bold yet timeless.
Art Direction
Directed the aesthetic tone for all brand assets, from digital content to merchandise, ensuring consistency across platforms. I focused on photography styles, layouts, and compositions that exuded energy, pride, and a touch of nostalgia without feeling stuck in the past. A global twist inspired by Cuban culture.
Social Media
Built a dynamic and visually-driven social media presence that extended the brand’s storytelling beyond the website. I focused on creating engaging content formats—short-form videos, bold typographic statements, user-generated content, and interactive posts—to build a strong sense of community. The brand’s social media tone was playful yet unapologetic, reflecting the voice of a new Cuban identity.
Website & Digital Presence
Led the creative vision for the website, ensuring a seamless user experience with an editorial feel. The design is immersive yet functional, allowing visitors to engage with the brand’s narrative in a meaningful way.
