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Hispanic Heritage Month 2022

Creating Promotional Material for the Welcome Center and Hispanic Heritage City Event

CLIENT/INDUSTRY: Lancaster City
MEDIUM: Digital 

SOFTWARE:
SOFTWARE: Adobe Illustrator, Procreate 

TARGET AUDIENCE: Local Community/Residents, Tourist

The City of Lancaster wanted to expand on their to expand on illustration assets concerning months with dedicated historical or cultural celebrations. Hispanic Heritage Month was the first opportunity for me to create assets created due to the upcoming City celebration concerning the month and had the most extensive use.

 

 

IDEATION

MOOD BOARDING AND THE IDEA

Given the Event and month are meant to be an inclusive celebration of different Hispanic cultures, the illustrative assets elements should reflect that. I researched and compiled image reference examples of other Hispanic countries and their cultures. Due to the fact there are well over Forty countries that could be classified as Hispanic. I focused on the countries with the most population reflected in Lancaster City.  

ILLUSTRATIVE ASSET SKETCHES

CAPTURING REPRESENTATION

I started by creating a pattern with iconic symbols from Hispanic cultures and countries, but it needed to be more representative. It made it too stereotypical. What if I could visually represent respective countries in a fun way? I sketched different figures wearing different Hispanic countries' traditional clothing, running together with ionic animals, which was ultimately chosen as the concept.

FINALIZED ILLUSTRATION

COLORS CHOSEN

Given that the illustration elements were to be used in city promotional materials, the color scheme used was the Lancaster City color palate to keep up with branding guidelines.

POSTER AND FLAG BANNER SKETCHES