Empowering Initiatives:
A Triad of Impactful Campaigns
Service
Logo, Identity, Iconography, Campaigns, Web, Print publications, Events
Field
Non-for-profit
This is a a triad of transformative projects, aimed at making a profound difference in the lives of individuals and communities across El Salvador and Central America. From championing sea turtle conservation to celebrating the extraordinary achievements of Special Olympians and extending vital humanitarian aid through education, these initiatives stand as shining examples of the power of design to amplify messages of hope and change. Each driven by our unwavering commitment to harnessing the creative potential of design to foster positive change and create a brighter, more inclusive future for all.
Case 1
Quelonia: A Vibrant Journey in Sea Turtle Conservation
Quelonia stands as the foremost initiative for sea turtle conservation in El Salvador, overseen by FIAES The Americas Initiative Fund. Tasked with elevating their brand identity and bolstering their marketing communications, our team embarked on a mission to craft a cohesive visual identity spanning print publications, event materials, and merchandise.
At the heart of Quelonia's mission lies a dedication to educating the next generation about the plight of these endangered species. Through immersive experiences like seasonal turtle liberations into the sea, we aimed to instil in young minds a profound understanding of the critical importance of conservation efforts.
In conceptualizing the brand identity, our focus was on creating an aesthetic that exuded friendliness, vibrancy, and playfulness, all while maintaining a strong connection to FIAES's overarching brand identity through strategic colour utilization. Drawing inspiration from the tranquil depths of the ocean, we incorporated subtle transparencies reminiscent of water, evoking a sense of fluidity and movement. Additionally, the gentle curvature and rounded forms of our designs pay homage to the graceful contours of turtle shells, further reinforcing the program's connection to its emblematic species.
Case 2
I’m Special: Celebrating Special Olympians in El Salvador
Graphic Designer: Daniela Perla
Agency: Rivera & Rivera
Creative Director: Joshua Rueda
Embracing the spirit of inclusivity and empowerment, our award-winning campaign for the Special Olympics Team in El Salvador captured the Bronze Code at the Codex Prize, honouring the best advertising campaigns of the year.
Central to our campaign was the powerful concept of 'I'm Special,' a celebration of the inherent pride and remarkable abilities embodied by our athletes as they proudly represent their nation at the pinnacle of their athletic endeavours. Through our imagery, we deliberately chose to shatter perceptions of limitations, instead showcasing boundless possibilities. Drawing upon the symbiotic relationship between sport and imagination, our illustrations served as a visual testament to the indomitable spirit and endless potential of our athletes, where the only limit is the extent of their dreams
The texts read:
I’m Special
“I make the difficult easy”
“When I compete I win”
“I don't do things halfway”
“I do what others don't do”
Case 3
Threads of Unity: Empowering Indigenous Communities with Ayuda en Acción
"Hilamos esfuerzos, tejemos desarrollo" — We spin efforts, we weave development.
Ayuda en Acción embarked on a mission to provide vital humanitarian aid through education to some of the most vulnerable communities in Central America – rural families, indigenous populations, migrants, and returning individuals living in the Dry Corridor, a region with the highest poverty rates in Latin America and highly vulnerable to climate change.
In partnership with AECID, the program ran from 2014 to 2018 across El Salvador, Guatemala, Honduras, and Nicaragua, supporting over 100 productive initiatives led by indigenous women and rural communities to strengthen their capacity to adapt to a changing climate.
I lead the visual development of the campaign, working alongside a team of content creators, videographers, and marketing specialists. Together, we needed to raise awareness for this complex program and connect audiences emotionally to communities often overlooked.
Drawing inspiration from the campaign name itself – "we weave development" – I turned to indigenous textile traditions, where weaving represents unity, resilience, and the interconnectedness of community. That concept became the visual anchor for everything: a warm, earthy colour palette inspired by natural dyes, typography that was clean and respectful, and photography that captured authentic, dignified portraits of the real people behind the program.
From there, we crafted a full multichannel campaign. I worked closely with the videographer to extend the visual language into video, and with the marketing team to adapt assets for each country. Together, we produced web design, social media content, email campaigns, posters, photography direction, and dynamic launch event materials.
The result was a cohesive, emotionally resonant campaign that helped Ayuda en Acción raise awareness across four countries. More than that, it celebrated the dignity and strength of indigenous women and rural communities leading climate adaptation in some of the poorest regions of Latin America – weaving their own development, thread by thread.
