El Puente Institute
OVERVIEW
Setting the Standard
Professional development geared towards the Hispanic/Latino community isn’t a new concept, but it is an industry that is in need of fresh perspective. The El Puente Institute has set out to redefine how this vibrant community can be supported. Through evidence-based research, a proprietary cultural awareness assessment, and community building, EPI is setting a new standard for hispanic/latino professional development. In order to show up distinctly, EPI approached me to help them build a brand strategy and identity that would set them apart. Our work consisted of strategy, identity design, website design and social media content.
STRATEGY
Authentic Potential
While there are many different courses and masterclasses dedicated to the advancement of hispanic/latinos, almost all promote the exact same things - career success, professional development etc. None talk about how our unique cultural experiences (drivers) and qualities either help, or interfere, with our individual journeys towards success.
KEY INSIGHT
Only the El Puente Institute can provide a unique cultural foundation of learning that provides insight into the hispanic/latino identity, how it presents itself in the workplace, and in the community, and how it can impact personal and professional growth.
SOLUTION
El Puente Institute is entering a market where everyone is a consultant and all are guaranteeing “success”. With none honing in on what success actually means to the hispanic/latino community, EPI is able to position themselves as the New Standard of Hispanic/Latino Professional Development. How? Through “Authentic Potential”. This overarching theme shows the hispanic/latino community that they can progress while staying true to themselves. To convey this message I helped EPI craft a verbal and visual identity that celebrated their passion for knowledge, data, culture, self-assessment and growth.
OUTCOME
Maximizing Potential
Eight weeks after launching the brand on social and publishing the website, we were able to gain 161 new followers on LinkedIn, increase post engagement by 24% and bring in 65 new leads into their database. El Puente Institute has been able to promote a brand and a website that resonates with their audience and brings pride to their team.
