Our creative brief on this project was, in a word, brief. Even still, we received the message loud and clear: Time to take things in a new direction. Our interpretation? Deliver visual drama without the emotional hangover. Hence our decision to play with softer colors, earth tones and neutral shades, and to position the word “Latino” so that it held its own but didn’t overpower the rest. The result is noteworthy and memorable without being fussy.