Ben Scolaro

Services

• Creative Direction
• Graphic Design

Problem

Led a collaborative creative process based on user input to develop the visual and written theme for the organization's FY24-25 creative assets.

This year's theme presented a unique challenge: based on updated Federal language restrictions, many of the words and ideas we would normally use to resonate with our community were off limits. I responded by directing my team to shift our copy to poetry and metaphor. I also connected the team with legendary Chicano artist Zarco Guerrero, who shared about the long tradition in Mexican art of focusing on a positive vision of tomorrow.

The result: Hacia el Sol, which translates to Towards the Sun. The sun will be used as a metaphor throughout the year for the aspirations we are working to achieve. The theme is broken into a 4-part cycle of paired imagery and poems representing four times of day with corresponding themes: dusk/fall, night/winter, dawn/spring, and noon/summer.