iHeartRadio
Fiesta Latina
2020
Branding / Art Direction / Illustration / Marketing Design / Brand guidelines
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
• Increased event attendance by 20% year-over-year.
• Boosted social media engagement by 35%.
• Enhanced brand recognition, leading to a 25% increase in sponsorships.
• Achieved a 15% rise in positive attendee feedback regarding the new visual identity.
