Building "Mi Gente": Brand, Belonging, and Leadership

When Red Ventures launched its official Hispanic Employee Resource Group, Mi Gente, it wasn't just about creating a logo. It was about creating a space.

A space where people felt seen.
Represented.
At home.

As Creative Lead for the Mi Gente ERG, I helped build the brand from the ground up — partnering with the leadership team to define how the community should feel, look, and show up across the company.

Designing a Brand That Represents Energy and Unity

The visual identity needed to reflect vibrancy, culture, movement, and collective voice.

The final mark — a circular emblem with layered, flowing color forms — symbolizes unity and rhythm. The bold, warm palette draws from cultural richness and collective energy, while the overlapping shapes represent diversity within shared identity.

The brand system extended beyond the logo.
I developed:

• A cohesive color palette
• Typography direction
• Scalable digital assets
• Merchandise applications (t-shirts, mugs, internal materials)
• Visual guidelines for consistency across the company use

The identity wasn't decorative — it was intentional. It needed to scale across internal communications, events, leadership presentations, and employee-facing materials.

And it did.

From Design Project to Leadership Experience

Mi Gente became more than a creative assignment. It became one of my first real leadership experiences.

Working alongside the ERG leadership team, I listened closely to what members wanted the space to represent. The brand wasn't about my aesthetic — it was about collective belonging.

I learned how to:
• Translate emotional goals into visual systems
• Build alignment across stakeholders
• Advocate for inclusive representation
• Guide creative decisions within a team setting

It was one of my earliest moments stepping into leadership, not just as a designer, but as a strategic partner.

A Brand That Lives Inside the Organization

The Mi Gente identity is now part of RedVentures' internal ecosystem — visible, recognized, and used across initiatives.

That visibility matters.

Because when an ERG has a strong visual identity, it signals legitimacy. It signals care. It signals permanence.

Brand becomes culture.

And culture, when nurtured intentionally, becomes a sense of belonging.