La Choloteca

Initially beginning as a house party between friends, "La Choloteca: Ley de Latinx" seeks to provide an all inclusive, safe(r) and accessible space to commemorate the Latinx community. With sounds ranging from salsa, merengue y Kumbia hasta reggaeton, rock y pop en espanol, this event strives to honor our Amerindian and African roots. Our culture, people and music radiate beauty, and we encourage any and all who wish to partake in learning and celebrating nuestra latinidad to join. Con todo las manos en alto, vamos a bailar! Choloteca is a Somos Sur project started by Josephine Figueroa, Kenneth Figueroa, Monica Campana, Randall Ruiz and Luis Sandoval.

Role: Visual Identity, Graphic Design
Developed a flexible visual identity for La Choloteca that reflected the energy, inclusivity and cultural roots of the event. The system pairs bold typography, vibrant color and playful graphic elements to create a distinct visual language that could evolve across event promotion and communications.