Pa’lante, Hispanic Heritage Month

The Pa’lante campaign, created for Hispanic Heritage Month, celebrated our Latinx agents and community by providing them with customizable social media posts. “Pa’lante,” meaning “forward” or “keep going” in Spanish, symbolized progress, resilience, and empowerment—values deeply ingrained in the Latinx experience. The campaign allowed agents to personalize the content, highlighting their stories and achievements.

The design took inspiration from traditional hand-written Mexican lettering and the vibrant shapes and colors of Mexican architecture, creating an authentic and dynamic visual identity. My responsibilities included creative direction, copywriting, and delivering the campaign concept in stakeholder presentations. The result was a visually striking and meaningful initiative that resonated deeply with agents and celebrated the Latinx community’s spirit and contributions.