boricuas unidos en la diaspora
branding • visual design • type design
narrative
In November of 2024, the Independence Party of Puerto Rico received the most votes they have ever gotten in their over 100 year history. With that, I joined the organization and collaborated with the lead team to craft the visual identity, expressing the story of Puerto Rico and the necessity of independence for our age.
The Puerto Rican Indepednence movement spans over 100 years. The visual culture of this movement is everything from the bright blue of the original Puerto Rican flag to the distinct purple of the Young Lords’ berets. Visual exploration and research was done on both the political organization and media, but also the distinct Caribbean weather patterns, flora and fauna, and unique Puerto Rican practices of bomba y plena music, Ifá religious practices, and a particular immigration pattern into the U.S. compared to others.
research
visuals
A typeface was created from the newspapers declaring losses in the movement, reversing it instead as a bold expression of the new era of the movement. Colors and shapes, while inspired by the popular and distinct flag, had added significance of religious practices. For example, white in Caribbean religions is often associated with venerating the orisha Obatala, a symbol for slowing down, cleanly making decisions, and strategizing effectively. Visual options and experiments were created in tandem with organizational needs of also lobbying and Congressional representation.
