LATINARTE

How to turn a social project into the most renowned Latin arts festival in Montreal?

The Latin Arte Foundation promotes Latin art and culture in Canada. It suffered from a lack of a consistent identity, and its marketing strategies were poorly defined so that it left little impact on the local community in Montreal and Quebec. They needed to innovate to be more recognized in the market.

Since 2009, CD&I Associates has been in charge of brand strategy and visual identity for this non-profit organization.

We helped to design their communications, media and events campaigns, postcards, advertising campaigns against racism, collective exhibitions, fundraising presentations, festival openings, concert promotions, advertising guidelines, promotional supports, tickets, stickers, among many others.

In a multidisciplinary project that involved talent from different parts of the world, partnered with one of the most recognized Latin branding agencies in the USA, we proposed the organization’s new brand identity.

We wanted to give our client a simple, symbolic, unified concept that did not compete with their artists’ work. In this way, the result synthesized the idea of Latinity in a simple image that transmits the foundation’s values and recognizes the rich local iconography of Quebec.

We created a kit to manage the brand & communications that included its website and standards for visual media production and positioning strategies and a new business model.

Today our goal is still intact, and we continue to advise Latin Arte. Together, we aim to make it an event as recognized as the Montreal Jazz Festival and promote the multiculturalism and richness of Montreal’s Latino community.