Mexican clay pottery stand with bowls and vases


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.

Chicano Federation logo on light cream background with sun dial logomark
Design process and exploration study for Chicano Federation project


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. A consistent, intentional, aesthetic needed to be established to help attract new donors, sponsors, and overall recognition to the organization.

Chicano Federation graphic standards design manualChicano brand manual introduction design spread
Design guidelines manual of photography for the Chicano FederationChicano Federation typography standards and guidelines
Color usage guidelines for the Chicano FederationLogo usage and minimum sizes for the Chicano Federation


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.

Website design and mobile screens for the new Chicano Federation websitePhotography payoff of Chicano Federation stationery and brand assets

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