Brand Refresh
An identity evolving with an organization’s impact
Packaging
Brand Identity
Animation
Collateral
Graphic Design
Posters
Las Fotos Project was born with a belief in the power of photography to expand the worlds of teenage girls in Boyle Heights. What began as a small workshop series in impermanent locations, Las Fotos Project is now a nationally recognized organization with creative career development pathways, public exhibitions and an HQ in Boyle Heights.
Throughout this evolution, Las Fotos Project’s promise has remained true: The safety to explore and freedom to grow. Creativity is more than self expression, it’s a tool for collective healing and change.
Looking ahead to it’s 15th birthday, the brand needed to evolve to keep up with the organization’s impact and evolution.
We are Las Fotos Project, a youth-first organization that empowers its members through the lens of photography. We are -
For everyone.
But most importantly for us.
For the neighborhoods that raise us,
For the cultures that shape us,
For the dreams that give us hope,
For our truths,
For our memories,
For our healing,
For our tomorrow.
Developing voices and sharing stories that last longer than a picture.
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The primary logo is inspired by the shape of a camera, the “LAS” is lifted and scaled down to pay a homage to the original logo lockup and represent the flash from a camera.
For the icon, we were inspired by the aperture itself, using type on a path to recreate the movement of the aperture opening.
Our typographic system is inspired by the city of Los Angeles and it’s street vernacular. Colby Posters, signage, and flyers. It was important to make it feel as accessible and human as possible.
Our color system is inspired by the vibrant houses of East Los, the community in which Las Fotos Project lives and serves. The LFP color palette is extensive because we wanted to provide the organization with multiple options and create a palette is recognizably colorful, first and foremost. For legibility, we implemented color combinations.
Honoring cultures while securing futures
We launched the new identity in a way true to it’s community, a Quinceañera. A Quinceañera is more than a party—it’s a cultural rite of passage, a celebration of growth, community, and the future. Honoring the youth in all of us and the journey of Las Fotos Project itself, reflecting its evolution in leadership, vision, and style; it was bold vibes, beautiful moments, and a night to remember.
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Marking 15 years of empowering over 2,000 young artists to find their voice through photography
Las Fotos Project’s new identity evolves to meet the organization’s impact. Creating a world without limits for young people, helping them challenge the status quo, push past boundaries, and nurture visions of possibility.
“Hyphenated hired our students for a campaign for Nike Diamond and our relationship grew organically, so when it came time for Las Fotos Project rebrand we knew we wanted to work with them because of their value systems. Hyphenated brought in people from our community, spending a lot of face time with our students to build the strategic foundation. Their amazing creative team was visionary. Hyphenated’s work is a true testament to who we are at Las Fotos Project. ” - Helen Alonzo Hurtado
