Brand Development | Creative Direction | Multicultural Marketing

Objective

Develop a culturally relevant marketing initiative that strengthens Rate's connection with Hispanic and Latino communities by breaking down language barriers, increasing access to homeownership education, and building trust through authentic representation. Through bilingual marketing, community engagement, and accessible lending resources, Contigo 100% positions Rate as a partner committed to supporting consumers throughout their homeownership journey.

My Role & Contribution

Led the creative development and visual identity of Contigo 100%, establishing the brand's visual direction and guidelines to create a recognizable and culturally connected identity. Collaborated with copywriting and marketing leadership to bring the initiative's mission to life through bilingual campaigns, social media content, marketing collateral, and community activations. Translated complex marketing and business objectives into approachable, culturally relevant creative experiences that promote language accessibility, financial education, and greater homeownership opportunities for Hispanic and Latino consumers.