The Opportunity
The New York Football Giants set out to celebrate Latino Heritage Month with the intention of setting a new standard for how cultural moments are approached within the league. The goal was not a one off campaign, but a lasting identity rooted in community, pride, and lived experience rather than surface level symbolism.
Launched during the 2025 season and activated on Thursday Night Football on October 11, the initiative needed to operate at the scale of the NFL while still feeling personal and earned. The opportunity was to create a system that could live confidently inside the stadium, across product and storytelling, and beyond game day without losing its cultural integrity.
This work was about more than visibility. It was about building trust, honoring the people who shape the city, and creating an identity the organization could stand behind with confidence and the community could recognize as its own.
Role & Scope
I led creative direction and identity design for the New York Giants Latino Heritage Month brand refresh, guiding the project from concept through execution. My role focused on defining the cultural intent of the initiative and shaping a visual system the team could own with confidence.
I developed the core logo system and supporting visual language, establishing a clear brand tone that could translate across stadium environments, product, and storytelling. I also identified and partnered with New York based brand Brigade to ground the work locally and bring added cultural credibility to the campaign.
Throughout the process, I collaborated closely with the Giants marketing team across development, refinement, and rollout, ensuring the work remained intentional, authentic, and aligned at every stage.
Identity System
The identity was designed to reflect New York as it actually lives. Rather than relying on surface level references, the system drew from visual rhythm, movement, and pride found across Latino communities throughout the city.
The logo balanced the Giants legacy with cultural expression, allowing it to hold weight inside the stadium while still feeling personal at street level. Color, typography, and pattern were treated as expressive tools, giving the system flexibility across large scale environments, product, and storytelling without losing cohesion or voice.
The system was built to travel across platforms, including the rebrand of La Esquina Gigantes, the Giants Spanish language podcast. Extending the identity into audio and digital spaces reinforced its versatility and ensured the work connected with the community beyond game day.
The result was a cohesive system that felt bold without being loud, celebratory without feeling forced, and timeless without losing its edge. An identity the team could own with confidence and the community could embrace as its own.
Community Collaboration
To bring the identity closer to the city itself, I partnered with Brigade, a New York based brand deeply rooted in local culture. The collaboration was not decorative, it was foundational.
Together, we translated the identity into lived moments through product, imagery, and storytelling that reflected how culture actually shows up in everyday life. This approach allowed the campaign to move beyond the stadium and exist naturally within the city, reinforcing authenticity through participation rather than performance.
Impact & Recognition
The project marked a meaningful step forward in how teams engage with cultural storytelling at scale and was recognized by Sports Business Journal for its approach and execution. The work demonstrated what is possible when representation is handled with care, intention, and genuine collaboration.