Chicano Now / Target

Submitted By UNO Branding


Event branding for Target Chicano tour art exhibit.

Company: Presented by Target and sponsored by Hewlett-Packard
Project: Cheech Marin’s 5- year Chicano Touring Art Exhibit
Purpose: Introduce the General Market to Chicano Latino culture through fine art and experiential activities.

“Chicano Now: American Expressions” –An interactive Latino cultural “experience of expressions” exhibit of food, music, clothing, immigration, etc., showing at Science, History and Cultural museums.
“Chicano Visions: American Painters on the Verge” –As the world’s largest collection of Chicano art (owned by Cheech Marin), the exhibit was displayed solely at fine art museums, focusing on the experience associated with the Chicano political movement. UNO branded the fine art and experiential elements of the Chicano shows by designing the:

Event brand and style guide
Logo font – taken directly from the Mexican Chicano culture
Print elements:

– Target In-store posters and graphics
– Ads in national Hispanic newspapers and state-specific American and Hispanic newspapers
– Outdoor advertising campaign: bus shelters, billboards, posters, and bus wraps
– Collateral: media kit, event invitations, multi-panel brochures for both events
– Environmental signage and stage graphics for street/outdoor activities opening ceremony

Promotional give-aways: water bottle label wraps, t-shirts, hats, bags

Outcome: Chicano first opened in November 2001 in San Antonio, Texas and has traveled through various cities in the United States, including Washington, D.C., Albuquerque, N.M., El Paso, Texas, Indianapolis, Ind., San Diego, Calif., Minneapolis/St. Paul, Minn. Chicago, Ill., Houston, Texas and St. Louis, Mo.




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