Estamos Unidos

Estamos Unidos, or "We Are United," was Snap's cultural-moment campaign for Hispanic Heritage Month, a celebration of the many distinct cultures that live within the Hispanic and Latinx community. Rather than treat "Latinx" as a single thing, the campaign leaned into its diversity: I built a visual identity around different flowers, each one representing a different nationality across Latin America, and we partnered with Latinx creators to tell their own stories through Spectacles. The idea was simple and heartfelt: make space for every background to see itself reflected.

This was my first big project after joining the Snap Inc. marketing team, and the first time I led a campaign across all of its touchpoints. It also meant a great deal to me personally: I'm of Mexican heritage, so getting to celebrate something so close to my own identity, at a moment when representation mattered so much, was a rare and grateful kind of work. I developed the visual identity system, created Instagram carousels, animations, and a Snapchat Lens that's still usable today, and teamed up with SnapFamilia, Snap's Hispanic and Latinx employee resource group, on a video highlighting the identities of our own employees.