Client / Project
Xfinity /
Latinos Monumentales
Agency
Role
James Politi on behalf of
CANVAS United
09/09/2024
Logo Design
Concept Ideation
About
Latinos Monumentales is a social campaign created to recognize Latino contributions that are historically underrepresented, with less than three percent of U.S. monuments honoring Latino figures. Rather than relying solely on physical installations, the campaign expanded the idea of a monument into digital and social spaces to increase visibility and reach. My contribution focused primarily on logo and wordmark development, along with early brainstorm sessions around monument concepts. I also made a brief appearance during filming as a very committed “actor,” recording a monument that didn’t yet exist.
Wordmark Build
The wordmark began with the Timmons NY typeface as a structural base. I customized several letterforms to echo characteristics of the “O,” creating a more unified rhythm across the word. The scaling of letters formed a subtle upward silhouette, giving the wordmark a monument-like presence that aligned with the concept of honoring figures of significance.
Campaign Films
These pieces served as the final social campaign films for Latinos Monumentales. Beyond developing the logo and wordmark, I contributed during early brainstorm sessions, including a drive-in theater–style monument concept positioned off the 405, inspired by its notorious gridlock and the idea of turning stalled drivers into an audience. I also supported design and layout for the companion site used during the award submission process. As mentioned earlier, I was present on set for Cristina Amaya’s video, appearing in the original shot before the 3d artists cropped me out. Latinos Monumentales was recognized as the Webby Winner for Social: Diversity, Equity, Inclusion & Belonging in 2025.
