the worked shown below is a combination of contractual and non-contractual work.                the non-contractual analysis is by latBrand's initiative to deconstruct and demonstrate how creative assets in different verticals evoke either cultural assonance or cultural disonance. 
what we've done per vertical
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FILM
Why is ELITE culturally relevant?

The series executed on a symbiosis of characterization, social, cultural, psychological, professional, sexual, moral, geographical, linguistic and aesthetic signifiers and intertwined them with the plot, setting the tone of the series as well.
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CPG
Why is Master Chef culturally relevant?

Heineken master chef TV commercial achieved cultural relevancy in the African American consumer segment by intertwining characterization, behavior, situation, social, African and urban aesthetics and plot signifiers to indexically reconstruct in the mind of the viewer an African American cultural experience.
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COLLEGE'S CULTURAL MARKETING

Objective: Develop cultural engaging material to maximize engagement with Latino/a prospective students.

We deconstructed aesthetically and linguistically our client's existing multi-cultural creative assets, including content on print and digital in Spanish and English. We selected and added new coded cultural elements and interlaced each element with each other to create connotative meaning and drive engagement through readership, viewership, electronic mailers and on site visits.
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ONLINE RETAIL

How does K-mart develop cultural dissonance on an e-mail campaign targeting Latina moms?

MAMASTE by K-mar used linguistic and aesthetic coding evoking to oral sex in the former and death and mourning in the latter. As a result, the brand failed connecting the target audience's cultural values with the product's benefits, an outdoor patio furniture.
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BANK TAGLINE IN SPANISH

Objective: Develop a tagline in Spanish to connect with Latino/a consumers.

We deconstructed the signification of the bank's brand story and tone in relationship to the Latino/a target audience, and we analyzed cultural meanings linked to the brand by the audience. As a result, we developed a tagline in Spanish connecting consumers' needs and cultural values to the bank's product benefits.
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NAIL POLISH

Our client wants to build a relationship with 18-24 YO female nail polish users.

In a two part research project, behavioral and semiotics, we delved deep into the process of nail polish application to unveil elements driving usage. We discovered a series of psychological satisfiers driven by aesthetic elements as part of a "personalized ritual" conducted by the target audience.
We ignited cultural branding tactics as part of the company's marketing strategy.

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HEALTH INSURANCE AND BRAND COMMUNITY ON FACEBOOK

Objective: A health insurance brand charged us to asses cultural topics fed to Latino and Latina customers in brand communities on Facebook.

The brand implemented weekly brand feeding content constructed by verbal and visual components to Mexicans, Central Americans, South Americans and U.S. Latino and Latina constituents.

We decoded interpretative and representational cultural meanings used on each brand feed. Deciphered cultural topics created by Latino and Latina constituents per culture, and enabled the brand to generate and join the conversation in Spanish, in addition to being able to recreate cultural themes in Spanish off of constituents' topics.

We maximized cultural engagement between the brand and the Spanish speaking constituents.
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MAGAZINE AD COSMETICS
A beauty brand is advertising lipsticks to Latinas in magazines and wants to know if the ad is culturally engaging.
The creative print provides an iconic representation of the product and indexically evokes to its effect for women.
Per our analysis, aesthetic and linguistic signification in Spanish are not in line with each other, preventing the reader from building emotional associations with the product. The latter is also reinforced by the product's label in English on the forefront of the product, nullifying the brand's attempt from culturally engaging with Latina readers.
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PALLIATIVE CARE

Our client wants to culturally connect with Latin American families to offer care giving services.

We analyzed the symbolic and unconscious meanings associated with taking care of of your own they they reach the age of personal assistance and the signification for those providing the care. We unveiled insights into the traditional meaning of personal-family-care and transferred them onto text, messaging and on site for cultural care experience design.