The assignment: Seamlessly create a brand targeting both the US Hispanic and Anglo markets with a bicultural brand identity, and activate an online presence accomplishing the same. Double the target, twice the challenge. 

At the core of building communications to this bifurcated customer base was the need to develop an identity that balances the expression across digital and traditional environments, with the demands of readability of both audiences. A symbol was adopted which provides a versatile identity capable of promoting the brand essence and tone-of voice, viscerally. A sunrise was articulated — a universally recognized icon emoting a feeling of optimism, produced by the promise of a new day.