Arizona Center for Empowerment (ACE)
Through a partnership with the Abundant Futures Fund, we became the creative partner that brought Taste La Tradición to life, a bilingual cooking and culture platform rooted in community, storytelling, and the fight for immigrant dignity in Arizona.
Our work centered on celebrating the resilience, traditions, and everyday richness of Arizona's immigrant communities, and turning that celebration into a full campaign with real reach.
Together, we built an ecosystem around a simple but powerful truth: food connects us. From a brand identity, bilingual cookbook, campaign landing page, motion teaser, sticker series and a suite of social assets, every piece designed to hold space for community voices while making the whole thing feel exciting and alive. Immigrant stories weren't framed as something to defend or decode. They were passed down — through recipes, portraits, and traditions that had always been worth celebrating.
Brand Identity
Taste La Tradición needed its own visual world, separate from ACE's existing identity but rooted in the same values. So we built one from scratch. The full brand system centers on hands — hands preparing food, passing down traditions, building community — with a vibrant color palette, custom typography, and a library of illustrations steeped in Latin American culture.
Bilingual Cookbook
Most cookbooks center the food. This one centers the people. We designed a fully bilingual, 68+ page cookbook that gives equal weight to story and recipe, pairing each chef's personal narrative on the left with their signature dish on the right. Behind-the-scenes photography from the filming process grounds every page in a real moment.
Landing Page
We designed a fully bilingual, mobile-first landing page to serve as the digital home for the entire series. It centers immigrant voices through episode features, chef spotlights, and personal narratives, while giving visitors clear paths to watch, subscribe, donate, and access immigration resources. Every section was built to move passive visitors toward something: a subscription, a recipe, a donation, a story worth sharing.
Cooking Show Teaser Video
To launch the series, we made a 30-second teaser for ACE’s social platforms and the landing page. It moves through ingredients, behind-the-scenes moments from the shoot, and cultural symbols carried by a Latin American-inspired score and a dash of narration. Short enough to feel like an invitation. Just enough to make you want to watch.
Sticker Series
To extend the campaign beyond the screen, we designed a series of stickers that brought the spirit of Taste La Tradición into everyday life. Each sticker draws from the same visual world as the broader brand using vibrant color, hand-drawn illustration, and bilingual copy rooted in community pride . From Seasoned Con Amor to Sabor Sin Fronteras, the series celebrates food as a vessel for cultural identity, belonging, and resilience, turning small, shareable objects into quiet acts of affirmation for Arizona's immigrant communities.
Taste La Tradición was built to celebrate. From the brand identity and bilingual cookbook to the landing page, every piece was designed to hold space for community voices while making the whole project feel exciting and alive. Immigrant stories were honored through generational recipes, portraits, and traditions that had always been worth celebrating.
Project Team
Randy Palacios
Stacey Lo
Julia Sorrenti
David Varela
Máxima Guerrero
Ambar Lopez
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