Since 2017, Pueblo Unido PDX has focused on helping immigrants get connected with legal representation in the Pacific Northwest. The organization has provided over 200 clients with free legal representation, has over 1,000 Instagram followers, and maintains 700 email subscribers.

I took on this project as a volunteer, after discovering Pueblo Unido PDX through another volunteer organization called Showing Up for Racial Justice (SURJ). During my two years as a volunteer for the non-profit, I rebranded the organization. The logo was reimagined, brand guidelines were set in place, and Pueblo Unido's website was created from the ground up.

Thank you Pueblo Unido PDX for the work that you do. I am deeply grateful for being able to be a part of this amazing project!

I took on this project as a volunteer, after discovering Pueblo Unido PDX through another volunteer organization called Showing Up for Racial Justice (SURJ). 

In order to begin the rebranding process, I started by creating a fresh new logo for Pueblo Unido.

Pueblo Unido PDX had a logo that was difficult to read, and failed to express the professionalism exemplified by the volunteers and members of the org. 

The new logo needed to reflect unity, compassion, and our roots in Portland (specifically the Rockwood neighborhood). 

I cleaned up the logo by using sharp gradients and a clean sans-serif font, while exposing a rainbow-like gradient to show the diversity of Portland’s community members. The mountain and spikes behind it represent Mount Hood and the Rockwood neighborhood MAX station.

I volunteered to create a website for Pueblo Unido PDX, based on these brand guidelines.

The process began with an intake meeting between myself and the various stakeholders of Pueblo Unido PDX, such as the executive director, board members, and other volunteers.

We discussed what the website would need, and what the major calls to actions for users of the website would be.

The website needed to be in both English and Spanish, not relying on Google Translate. The website must contain information for clients in detention, clients facing deportation, volunteers, and donors.

To begin, I generated a visual 'comp' of the website. Once that comp was approved, I coded the website by hand using HTML+CSS.

One of the main challenges with the website was in ensuring that every page was translated in both English and Spanish. I worked with a team of translators to translate the copy, and then worked with another developer to create English and Spanish versions of each HTML file, to then be rendered upon request by the user.

Before developing the website, social media assets, and newsletter templates, I crafted a simple set of brand guidelines for the organization to follow.

The brand guidelines reverberated into social media, the website, and all future communications from Pueblo Unido PDX — creating a consistent look and feel across all the major marketing touchpoints.

Once the website was created, I began using the newly crafted brand guidelines to create compelling imagery for social media platforms such as Facebook and Instagram.

The social media channels must keep followers up to date on client releases, general news and updates, and special features of community members. The newsletter must inform subscribers of general updates each month, special events, and important donation opportunities.

The main challenge with social media was staying on top of each new announcement, client release, and event. The brand guidelines needed to be easy to understand and implement, so that new posts could be turned around in a day or less.

In addition to creating these campaigns, I also worked on monthly newsletters and critical updates from the organization, sent to 700+ users via MailChimp.