Órale
Neta Collab partnered with Órale on a full rebrand and rename, developing a powerful identity rooted in their mission to build a thriving immigrant-led movement to end criminalization and secure bold protections for immigrants.
We also designed a bilingual cookbook celebrating community recipes and the cultural significance of food equity, featuring recipes with stories and community photography, into a warm, professional publication.
Cookbook Design
Food is culture, memory, and community. We designed a warm, bilingual cookbook for Órale, celebrating community recipes alongside the stories and people behind them. Each spread pairs a chef's narrative with their signature dish, featuring bilingual English and Spanish throughout. Custom illustrations, community photography, and chef bios bring the cultural significance of each recipe to life in a publication that's as inviting as it is professional.
Brand Identity
From identifying a new name for the organization (previously LBIRC), to developing the visual brand, logo, and website development. Neta worked with Órale to strategically position itself as a community-led organization with a more memorable brand.
Rebranded Name
Órale:
Organizing Rooted in Abolition, Liberation, and Empowerment
For immigrant justice organizations, a name is a movement-building tool. It needs to build power, inspire action, and create cultural resonance while authentically representing community voices. For Órale, it was equally important to ensure the organization's new name was fully bilingual and resonated with its Spanish-speaking audience.
For this leadership development and political education organization, this involved highlighting immigrant power, acknowledging the values of abolition and liberation, and driving impact from the local to the national level.
We set out to create a culturally relevant name, secure comprehensive naming availability and protection, and support a full strategic identity transition.
We approached the rename and rebrand by turning to community research and cultural strategy. As a result, we developed "Órale" — a call to action that also stands for Organizing Rooted in Abolition, Liberation, and Empowerment, and in Spanish- Organizando Arraigados en Abolición, Liberación y Empoderamiento.
Previous Logo
Rebranded Logo
Project Team
Máxima Guerrero
Stacey Lo
Julia Sorrenti
Ambar Lopez
Aida López
Neta Collab is a creative agency for nonprofits and social good.
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