Zaira Escalante - ¡Fuerza! Campaign

¡FUERZA!

Social Media Campaign

Overview

This was the final honors capstone course project for Message Campaign Design at UC Davis. Our task was to develop a visual identity and marketing strategy for a social issue that was relevant to the public. I collaborated with my teammates, Annette and Isabella to complete this campaign.

Role + Duration

Creative direction, branding, web design, apparel; 8 weeks

Objective

¡FUERZA! is a campaign meant to raise awareness of the negative impact that COVID-19 has had on domestic abuse victims within the Chicanx/Latinx community. The campaign's mission is to educate the community on how to recognize the factors that contribute to the rise of domestic violence during the pandemic and to empower Chicanx/Latinx women to find fuerza in community.

RESEARCH

Latinos have been one of the most impacted groups of COVID-19 within California due to the service jobs they make up, resulting in 60% of Latinos making up those who have contracted COVID despite only making 40% of the population and risk heavy job loss, especially for Latina women. Chicanx/Latinx women are forced to quarantine with their abusers and their resources limited due to COVID-19. Based on our research and survey results we chose to focus on the educational needs of the public as the most effective strategy to raise awareness.

VISUAL IDENTITY

¡FUERZA!’s primary colors include Unity, a warm orange accompanied by Poder (power) a vibrant purple shade. The purple references back to domestic violence awareness month and the orange represents new beginnings. These colors are used in our final logo rendering and marketing materials. ¡FUERZA!'s typography utilizes a bold sans-serif that captures the impact and power of the name.

BUSINESS SYSTEM

EDUCATIONAL CARDS