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KENDALL ARELLANO

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La Casa Cultural Latina embodies a steadfast commitment to Latina/o students, the Urbana-Champaign campus community, and broader local and global networks. 

For this project, I was tasked to develop and create branding for an event to bring students and artists together at La Casa Cultural House. My research process was extensive. Throughout the semester, I conducted student interviews to get insight into general awareness of cultural houses, met with the Assistant Director of La Casa, and heavily researched Latino/a representation (or lack thereof) in the arts.
Throughout the semester, I established a framework for Latino/a students to unite and celebrate their identities as artists. It aims to forge a lasting impact by encouraging the exchange of artwork, allowing students to articulate their passions and heritage. Through this creative exchange, the project envisions fostering meaningful connections and interactions, unleashing the potent energy of art to unite people and magnify the voices of Latino/a youth within the La Casa community.








Inspired by the architectural structure of the La Casa house, the revised logo creates a visual identity that would serve as an instantly recognizable symbol and reflect the vibrant tapestry of Latino traditions.









Influenced by the vibrancy of Latino culture, artwork by Nina Chanel Abney, and the murals of Rafael Lopez, this campaign aims to awaken the creative and artistic spirit at La Casa and bring community members together through youthful and lively brand elements. 




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