Órale
Team Neta partnered with ÓRALE to fully rebrand and rename the organization, developing a powerful identity rooted in its 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 that celebrates community recipes alongside the stories and people behind them. Each spread pairs a chef's narrative with their signature dish, featuring bilingual design throughout.
Phase 1 : Strategy & Ideation
We worked strategically with their team to identify the right formatting for the bilingual text, the icon imagery, and the style to bring the vision to life.
Phase 2: Design Development & Refinement
Custom illustrations and design by Neta, community photography from ÓRALE’s team, and chef bios bring each recipe's cultural significance to life in a publication that's as inviting as it is professional.
Phase 3: Print-Ready and Prep
With cookbook design, our team also supports print-ready file preparation, coordinates with printers, and ensures industry distribution standards are met.
Brand Identity
We worked with the ÓRALE team on a comprehensive rebrand, including a new name, visual identity, website design, and more. Team Neta worked with Órale to strategically position it as a community-led organization with a memorable brand.
A New 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.
Phase 1: Stakeholder Engagement & Discovery
We met with their team to aid in our discovery phase. For this leadership development and political education organization, the strategy highlighted immigrant power, acknowledged the values of abolition and liberation, and drove impact from the local to the national level.
Phase 2: Options, Refinement, and Availability
We set out to create a culturally relevant name, ensure comprehensive naming availability and protection across trademarks, domains, social media, and more, and support a full strategic identity transition. In this phase, we presented multiple options, conducted intensive availability research, and ensured the final option would work for the community.
Phase 3: Final Selection & Rebrand Launch
We approached the rename and rebrand through 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.
We then supported in providing a new visual brand across materials, including assets and the website.
Visual Rebrand
We set out to refresh the logo and assets, and develop a new branding guide that reflects the diverse community in Long Beach while creating a recognizable look that is implementable for the whole team.
Previous Logo
New Logo
Custom Icons
Rebrand in Action
Our favorite part of our rebrands is seeing the branding in action! Below are some images from ÓRALE showing the new brand and logo in action on their merch, team, and events.
All images in our collaboration are by ÓRALE.
Project Team
Máxima Guerrero
Stacey Lo
Julia Sorrenti
Ambar Lopez
Aida López
Neta Collab is a creative agency for nonprofits and social movements.
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