Modern Health
Overview
Modern Health, a prominent mental health platform, engaged me to develop the brand identity for their Latinx Employee Resource Group (ERG), Mi Gente. The core challenge was to design a unifying logo that embodied the diverse range of Latinx cultures while strictly avoiding bias toward any single one. The business goal was to create an identity that accurately represented the community and instilled pride and unity among the Mi Gente team.
Problem: How can Modern Health's Latinx Employee Resource Group (ERG) team, Mi Gente, create a brand identity that accurately represents the Latinx community while instilling pride and unity among its members, without showing preference towards any particular culture?
Team: Product Manager, Recruiting Coordinator, Senior Technical Recruiter, and Graphic Designer
Duration: 3 months
To establish an authentic and respectful design foundation, I initiated extensive research on Latinx culture in close partnership with the Mi Gente ERG. This critical step included deploying a social media survey to capture immediate community associations with "Latino/Latina." These responses guided the creation of a mood board and initial sketches, confirming key themes important to the community such as family, unity, passion, and diversity.
Research
I created over 50 distinct logo iterations, ensuring a wide exploration of themes and design elements before final selection. The Mi Gente team was deeply involved, providing feedback through several rounds of revisions to ensure the logo accurately reflected the community and inspired pride. We ultimately landed on a bold, colorful design that incorporated the rose symbol—a representation of unity—as the final concept, which successfully embodies diversity, inclusion, and passion.
Iteration
The final logo was a bold, colorful design incorporating key Latinx cultural elements and the rose symbol, representing diversity and inclusion. It was showcased to the entire Modern Health team via a company-wide Zoom call and was enthusiastically received by the Mi Gente ERG and the broader Modern Health community. It now serves as a powerful symbol of unity and pride, underscoring the company's visible commitment to diversity and inclusion.
