Multicultural + Hispanic

Multicultural + Hispanic

Design + Social + Campaign Development + Marketing

spyn considers art, design and marketing all apart of the same creative backbone. Each vertebra supports the next. Multicultural/Hispanic marketing is the cord that runs through our spyn (spine).

Concise descriptions and dates of these successful public relations/marketing efforts targeting culturally diverse audiences.

Project Elements

Visual Identity / Branding / Logo Visual Identity / Branding / Logo
Graphic Design / Print / Digital Graphic Design / Print / Digital
Responsive Web Design / UI Responsive Web Design / UI
Communications / Social Media Communications / Social Media

Comida ~ a world tour of Latin Flavors - 2015

Project objectives by marketing category:
Corporate Social
Reputation/Brand Management
Multicultural Communications
Integrated Communications
Social Media Marketing

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Comida, a world tour of Latin flavors - 2013

Project objectives by marketing category:
Corporate Social Responsibility/Reputation/Brand Management
Multicultural Communications
Integrated Communications
Social Media Marketing

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Kansas City Conversacion / Nuestra Herancia Americana - 2011

About the Conference / Lecture

Project objectives by marketing category:
Corporate Social Responsibility/Reputation/Brand Management
Multicultural Communications
Integrated Communications

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The campaign included the following marketing communications tactics based on project goals, social media, collateral design/development, community meetings and events, website design/development, product design/development, and Public Relations. Scope of work, research and budget contributed to the customized strategy that was designed, developed and executed for this project. See enclosed visual and printed presentation.

The Kansas City Museum and National Trust for Historic Preservation had interest in creating a communications campaign that would help further their research of the diverse cross-section of Latinos in the following categories: Spanish-speaking, only; Latino Spanish-speaking, only with limited English comprehension; Spanish-speaking/ Bilingual, Spanish preferred with English comprehension; Spanish-speaking/Bilingual (Spanish and/or English, preferred); and Non-Spanish speaking/English-speaking only communities in Kansas City, Mo. and Kansas City, Kan. The Latino communities ranged from Latino newcomer to Latino third-generation and beyond demographic groups, which included a diverse mix of assimilated and acculturated cultural groups. spyn custom-designed a digital marketing bi-state campaign that sent a call-to-action throughout the diverse Latino communities throughout the region, inviting them to the table for a “Kansas City Conversation.” The project had one overarching goal: to understand how an ethnic group made up of varying backgrounds, experiences and cultures (…within a culture) felt about preserving their communities. To being the conversation, the client wanted to know the cohorts to explain what the word “community” meant to them and how they wanted the be involved. 

Based on the client’s research goals and spyn’s involvement and experience in Greater Kansas City’s Latino landscape, spyn was recruited to plan and execute a research-driven multicultural/grassroots communications campaign. spyn’s strategic tactical approach was to target the projects cohorts through a creative visual communications strategy that could speak universally to the entire cross-section of cohorts whether they ranged from Spanish-speaking, only to Non-Spanish speaking/English-speaking only, assimilated or acculturated. The method chosen combined a micro-site for registration, a printed collateral system and an electronic communication, utilizing e-mail and Internet marketing. There was more than an 80 percent response from the targeted cohort group through the email marketing and web registration efforts.


After the success of the Kansas City Conversacion project, the Nuestra Herancia America project was quickly developed, and spyn was brought on board. The project’s message was to promote the research and lecture series of Danial Serda, PhD. and Gene Chavez, EdD. The lecture series topic celebrated the American heritage and the history of Mexicans in Kansas City, Kansas through research data and demographics, historical photography and raw video interviews. spyn’s renewed strategic approach was to create a digital communications piece that would resonate throughout the Greater Kansas City, dovetailing off the success of the project’s first-phase approach and success through email marketing and a three-page micro-site. The success led to the Nuestra Herancia council and a Latino artifact collection initiative for the Kansas City Museum. spyn introduced Ed Reyes, editor of Dos Mundos, a local bilingual weekly community newspaper, to the project leaders, which led to the development of a mid-america Latino archive, as Mr. Reyes donated 30 years of Dos Mundos newspapers and photography to the Kansas City Museum and National Trust for Historic Preservation’s for the Nuestra Herancia initiative.

Nuestra Herencia Collecting Initiative - 2013

About the Initiative

Project objectives by marketing category:
Corporate Social Responsibility/Reputation/Brand Management
Multicultural Communications
Integrated Communications

Our Goal of Nuestra Herencia | Our Heritage is to assemble, preserve, and make accessible a collection of diverse materials that document Kansas City’s Hispanic | Latino/a communities.

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The project enhances the Museum’s capacity to sensitively and respectfully research and represent the lives of Latino/a Kansas Citians throughout the city’s 200+ year history.

Collected materials and any oral history originals will be housed by the Museum according to professional archival and museum standards in environmentally-controlled physical facilities. All Museum activities are pursued in accordance with its mission, plans, policies and procedures in regards to collection development, collections management, fund-raising, interpretive public programming and research access. The Museum provides professional staff for the care, preservation and exhibition of the collections.

ADDY Award Winning, Bleeding Brown Visual Advocacy Initiative-2006

About the Initiative

Project objectives by marketing category:
Corporate Social Responsibility/Reputation/Brand Management
Multicultural Communications
Consumer Marketing
Integrated Communications

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The campaign included the following marketing communications tactics based on the project, collateral design/development, community meetings and events, website design/development, and Public Relations. Scope of work, research and budget contributed to the customized strategy that was designed, developed and executed for this project. See enclosed visual and printed presentation.


Bleeding Brown was a visual advocacy initiative centered on the Latino community. The project’s focus areas were around the issues of racism, inequality, economics, prejudice, teen pregnancy, and varying issues that hinder the acceptance of Latino culture in America. With the significant growth of Latinos throughout the Nation, it was important to begin to identify the current issue within the Greater Kansas City bi-state region. The purpose was to generate awareness around current and/or ongoing challenges; spur community conversations; demystify cultural and ethnic assumptions and “truths”; and bring focus to instigate solutions. 

spyn’s approach to the project was to create a new view to the subject matter through participatory art. The concept used images and stories to bring communities together. The project design was created to highlight all the varying voices and images of “Latino” with subliminal messaging that allowed the audience to derive a well-informed opinion of wide-spanned, complex ethnic group’s human spirit. This allowed the audience of the printed collateral and artwork to participate in the experience they were reading and viewing, and provided them with a platform to gain personal confidence within themselves through this intimate participation others that were not like them or were very much like them. The project lent to self-discovery, open-mindedness and overall education by demystifying uninformed perception, while allowing everyone’s inner artist learn to do for themselves as well as for others.

Bleeding Brown was an ADDY Award winning project, and had a successful public relations campaign.

Your Tel America Multicultural Marketing - 2010

Project objectives by marketing category:
Corporate Social Responsibility/Reputation/Brand Management
Multicultural Communications
Integrated Communications

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Applebee's Spanish Radio - 2009

Produced by spyn studio
Recorded at Wheeler Audio

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