Industry: Nonprofits & Public Service
Arrobas:
A Digital Campaign for Inclusive Connection
We partnered with Hacienda CDC to develop a digital campaign and brand for the Arrobas initiative focused on connection and community impact.
With a vision of connection for all, Arrobas supports and strengthens local communities through increased access to technology, shared networks, neighborhood tech labs, and staff and volunteer support. Our creative campaign needed to mirror that purpose, and create a brand that felt inclusive, approachable, and actionable.
Services
Naming
Positioning Strategy
Brand Identity
Messaging
Social Media Strategy
The brand leverages the ‘arroba’ (@) as the basis of the logo’s icon system. Arrobas is the Spanish word for the “at” symbol, speaking to connection physically and virtually. Vibrant colors and dynamically arranged segments signal the coming together of different elements—resources, people, communities, and more.
To ensure broad accessibility, we prioritized WCAG-compliant design and plain-language messaging throughout the campaign. The result is a system that functions inclusively, reinforcing that digital connection should be available to everyone.
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