A Mexican citizen organization with 600 members working to advance the social, economic, and cultural rights of the neighborhood of Sunset Park in Brooklyn, NY—one of New York City’s largest Mexican immigrant neighborhoods.
To gear the organization’s communication tools towards bolder impact; strengthening self-confidence of the entire project and thus, facilitating the acquisition of novel partners and participants. To attenuate the organization’s “Mexican signature” in order to unify the neighborhood’s entire ethnic and cultural diversity and enable broader identification. And to make the organization’s efforts tangible, to build communication tools accessible for all participants.
Being the organization’s most concise claim, the notion of “Unión” was predestined to become a resonant wordmark that represents the community as a whole. The wordmark’s interior was opened to carry variable information, which payed tribute to the individual participants and their cultural backgrounds. The final symbol mirrors both Sunset Park’s street blocks with their shared backyard interiors, as well as the way humans form organizations by “sharing a common ethos” without losing their individual cultural identity.