The Chicano Federation is a non profit organization that provides social services and community advocacy to less fortunate individuals of all ages and ethnic backgrounds in the greater San Diego area. Their mission is to provide opportunities for empowerment and advancement to community members in need.
Although the organization has been in operation for over 40 years, their identity and branding lacked a sense of the federation’s values and had an inconsistent feel. The Chicano Federation needed a new identity that appealed to a wide variety of backgrounds outside of the Mexican culture that the organization wished to reach. A consistent, intentional, aesthetic needed to be established to help attract new donors, sponsors, and overall recognition to the organization.
The branding for the Chicano Federation cascaded down into the digital platforms for the brand. The color palette and type pairings provide a sense of warmth and strength further driving home the federations key objectives