Overview
iHeartRadio Fiesta Latina is America's premier bilingual, bicultural music event celebrating Latin culture and music. Featuring stars like Pitbull, Jennifer Lopez, Enrique Iglesias, Marc Anthony, Nicky Jam, and Camila Cabello, Ozuna, Myke Towers, this event honors Hispanic heritage with a non-stop musical celebration.
The Approach
The task was to refresh the event's branding, evolving its look from a dark, complex aesthetic to a bright, minimal design. We aimed to honor Latin American culture by using clear spaces, multicolor glass elements, textured background, clean typography, and subtle pops of color to highlight the artists.
Impact
The refreshed identity gave Fiesta Latina a brighter and more contemporary presence across campaign, social, sponsorship, and live-event touchpoints. The system helped the event feel more celebratory, premium, and culturally expressive while creating a clearer framework for highlighting artists and extending the campaign across formats.
