Flamboyán rebrand
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Executive Summary
Flamboyán is a nonprofit in Denver dedicated to connecting Puerto Ricans with their cultural roots and amplifying Boricua stories through music, art, and performance. However, its original branding did not reflect this goal and struggled to resonate with the community it served.
I led a small team through a collaborative rebranding process that began with discovery conversations with the founder and resulted in a comprehensive brand system and style guide. The process focused on creating a cohesive visual identity that balanced Puerto Rican heritage with the mission of connecting people.
By designing not just a visual identity, but a blueprint for how the organization's branding could strengthen engagement across multiple touchpoints, events, merchandise, sponsorships, and digital channels, the project positioned Flamboyán as more than a nonprofit theater. It became a cultural hub, one that celebrates heritage, strengthens community pride, and provides the tools for sustainable growth.
Design process
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Phase 1: Discovery & Research
We began by immersing ourselves in Flamboyán's mission and meeting with its founder to gain a deeper understanding of his goals and the gaps between the intent of Flamboyán and its current reality. While the organization's programming, performances, fundraisers, and community events were vibrant, its visual and social presence lacked a clear anchor. The brand's identity did not clearly express its roots in Puerto Rican heritage, and its fragmented visuals made it difficult to attract community members and sponsors.
Through our discussions and research, two key insights emerged: cultural authenticity needed to be visible in every touchpoint, and Flamboyán's audience consisted not only of Puerto Rican diaspora members seeking a sense of belonging but also of its allies within Denver's broader arts community.
Phase 2: Defining the Opportunity
To frame the design challenge, my team and I mapped out Flamboyán's various touchpoints. Ranging from social media to event posters and merchandise, and identified moments of fragmentation. The opportunity was not only to redesign the logo, but to create a unified brand system that could scale across these platforms.
We reframed the challenge into a guiding question:
How might we design a brand identity that both celebrates Puerto Rican culture and strengthens Flamboyán's role as a platform for community connection?
Phase 3: Ideation & Concept Development
With this question in mind, my team and I explored a range of visual concepts, testing ways to weave Puerto Rican culture and symbols into a contemporary nonprofit identity. Several visual motifs emerged in the initial ideas for the redesigned logo. After several iterations, we decided to move forward with the flamboyán flower, native to Puerto Rico, as it emerged as the strongest cultural link, while also being the namesake of the theater. By integrating it with a human figure, we emphasized connection, heritage, and community.
Through an iterative process with the founder, we refined the design until it embodied both the pride of Puerto Rican culture and the inclusivity needed for Denver's arts community.
Phase 4: Brand System & Blueprint
almost
The rebrand was developed as more than a logo. We created a comprehensive style guide that defined color palettes, typography, and usage rules. These assets were applied systematically across critical touchpoints:
A refreshed website that presented Flamboyán as a cultural hub.
Event posters and digital campaigns that carried consistent messaging.
Merchandise and t-shirts that turned supporters into brand ambassadors.
A sub-brand ("The Emerging Playwrights Project") to help with future aspirations and growth of Flamboyán.
Phase 5: Visual Design & Prototyping
High-fidelity designs brought the brand to life across media. The palette was designed around bold, culturally resonant colors that work equally well both digitally and in print.
We prototyped social media templates and created assets in Canva, enabling staff and volunteers to create content independently while maintaining brand consistency.
Phase 6: Presentation & Reflection
When presenting the rebrand, we framed the work not just as a cosmetic refresh, but as a comprehensive design strategy. The brand identity became a living system, empowering the founder to confidently represent his mission, providing community members with a symbol to resonate with, and offering practical tools for brand consistency.
By positioning branding as infrastructure for growth, we demonstrated how design decisions could directly influence community engagement and organizational sustainability.
Outcomes
just about
This project was received with high praise. While Flamboyán is still very small, this rebrand has allowed them to become more chesive. By leaning into research about branding, we were able to create something that will enable them to grow while staying connected and recognizable to their audience.
Stronger Cultural Resonance
By grounding the identity in Puerto Rican symbolism, the rebrand provides diaspora members with a brand that feels authentic and personal. Authenticity is a key driver of connection: 88% of consumers consider it non-negotiable in brand support, and research shows cultural identity directly increases engagement and perceived value. The flamboyán flower becomes more than a mark; it becomes a cultural bridge, creating pride and belonging within the community [1] [2] [3].
Improved Community Engagement
Consistent, recognizable visuals across multiple touchpoints, posters, merchandise, and social media, strengthen Flamboyán's presence in Denver's crowded arts landscape. Nonprofit research shows that 93% of organizations believe strong branding increases donor engagement, 74% say it boosts recurring donations, and 68% report that strong branding attracts more volunteers [4] [5].
Expanded Visibility with Sponsors and Partners
A unified, professional identity signals credibility, which is crucial for nonprofits that rely on funding and partnerships. Research shows that strong brand awareness significantly improves sponsor interest and public trust, while 64% of nonprofits consider a professionally designed logo essential to building credibility with donors. A cohesive system, therefore, positions Flamboyán as a stronger candidate for partnerships and funding opportunities [6] [7].
closing
back to the top
This project was not just a visual refresh. It was a strategic, evidence-backed roadmap. The interventions outlined here align with proven research across nonprofit branding and cultural authenticity, underscoring that thoughtful design can reshape outcomes at both the community and organizational levels.
Research
ZigPoll - How Do Consumers' Perceptions of Brand Authenticity Influence Purchasing Decisions
National Library of Medicine (PMC11090307) - Cultural Identity and Consumer Engagement
NonProfitPro - New Data Quantifies the Impact of Visual Branding for Nonprofits
CharityCharge - Nonprofit Branding Resources
HT Media - How Brand Awareness Impacts B2B Sponsorship
Magnetize Agency - The Role of Branding for Nonprofits
Flamboyán rebrand
read more below
work
Executive Summary
Flamboyán is a nonprofit in Denver dedicated to connecting Puerto Ricans with their cultural roots and amplifying Boricua stories through music, art, and performance. However, its original branding did not reflect this goal and struggled to resonate with the community it served.
I led a small team through a collaborative rebranding process that began with discovery conversations with the founder and resulted in a comprehensive brand system and style guide. The process focused on creating a cohesive visual identity that balanced Puerto Rican heritage with the mission of connecting people.
By designing not just a visual identity, but a blueprint for how the organization's branding could strengthen engagement across multiple touchpoints, events, merchandise, sponsorships, and digital channels, the project positioned Flamboyán as more than a nonprofit theater. It became a cultural hub, one that celebrates heritage, strengthens community pride, and provides the tools for sustainable growth.
Design process
keep reading
Phase 1: Discovery & Research
We began by immersing ourselves in Flamboyán's mission and meeting with its founder to gain a deeper understanding of his goals and the gaps between the intent of Flamboyán and its current reality. While the organization's programming, performances, fundraisers, and community events were vibrant, its visual and social presence lacked a clear anchor. The brand's identity did not clearly express its roots in Puerto Rican heritage, and its fragmented visuals made it difficult to attract community members and sponsors.
Through our discussions and research, two key insights emerged: cultural authenticity needed to be visible in every touchpoint, and Flamboyán's audience consisted not only of Puerto Rican diaspora members seeking a sense of belonging but also of its allies within Denver's broader arts community.
Phase 2: Defining the Opportunity
To frame the design challenge, my team and I mapped out Flamboyán's various touchpoints. Ranging from social media to event posters and merchandise, and identified moments of fragmentation. The opportunity was not only to redesign the logo, but to create a unified brand system that could scale across these platforms.
We reframed the challenge into a guiding question:
How might we design a brand identity that both celebrates Puerto Rican culture and strengthens Flamboyán's role as a platform for community connection?
Phase 3: Ideation & Concept Development
With this question in mind, my team and I explored a range of visual concepts, testing ways to weave Puerto Rican culture and symbols into a contemporary nonprofit identity. Several visual motifs emerged in the initial ideas for the redesigned logo. After several iterations, we decided to move forward with the flamboyán flower, native to Puerto Rico, as it emerged as the strongest cultural link, while also being the namesake of the theater. By integrating it with a human figure, we emphasized connection, heritage, and community.
Through an iterative process with the founder, we refined the design until it embodied both the pride of Puerto Rican culture and the inclusivity needed for Denver's arts community.
Phase 4: Brand System & Blueprint
The rebrand was developed as more than a logo. We created a comprehensive style guide that defined color palettes, typography, and usage rules. These assets were applied systematically across critical touchpoints:
A refreshed website that presented Flamboyán as a cultural hub.
Event posters and digital campaigns that carried consistent messaging.
Merchandise and t-shirts that turned supporters into brand ambassadors.
A sub-brand ("The Emerging Playwrights Project") to help with future aspirations and growth of Flamboyán.
Phase 5: Visual Design & Prototyping
High-fidelity designs brought the brand to life across media. The palette was designed around bold, culturally resonant colors that work equally well both digitally and in print.
We prototyped social media templates and created assets in Canva, enabling staff and volunteers to create content independently while maintaining brand consistency.
Phase 6: Presentation & Reflection
When presenting the rebrand, we framed the work not just as a cosmetic refresh, but as a comprehensive design strategy. The brand identity became a living system, empowering the founder to confidently represent his mission, providing community members with a symbol to resonate with, and offering practical tools for brand consistency.
By positioning branding as infrastructure for growth, we demonstrated how design decisions could directly influence community engagement and organizational sustainability.
Outcomes
This project was received with high praise. While Flamboyán is still very small, this rebrand has allowed them to become more chesive. By leaning into research about branding, we were able to create something that will enable them to grow while staying connected and recognizable to their audience.
Stronger Cultural Resonance
By grounding the identity in Puerto Rican symbolism, the rebrand provides diaspora members with a brand that feels authentic and personal. Authenticity is a key driver of connection: 88% of consumers consider it non-negotiable in brand support, and research shows cultural identity directly increases engagement and perceived value. The flamboyán flower becomes more than a mark; it becomes a cultural bridge, creating pride and belonging within the community [1] [2] [3].
Improved Community Engagement
Consistent, recognizable visuals across multiple touchpoints, posters, merchandise, and social media, strengthen Flamboyán's presence in Denver's crowded arts landscape. Nonprofit research shows that 93% of organizations believe strong branding increases donor engagement, 74% say it boosts recurring donations, and 68% report that strong branding attracts more volunteers [4] [5].
Expanded Visibility with Sponsors and Partners
A unified, professional identity signals credibility, which is crucial for nonprofits that rely on funding and partnerships. Research shows that strong brand awareness significantly improves sponsor interest and public trust, while 64% of nonprofits consider a professionally designed logo essential to building credibility with donors. A cohesive system, therefore, positions Flamboyán as a stronger candidate for partnerships and funding opportunities [6] [7].
closing
This project was not just a visual refresh. It was a strategic, evidence-backed roadmap. The interventions outlined here align with proven research across nonprofit branding and cultural authenticity, underscoring that thoughtful design can reshape outcomes at both the community and organizational levels.
Research
ZigPoll - How Do Consumers' Perceptions of Brand Authenticity Influence Purchasing Decisions
National Library of Medicine (PMC11090307) - Cultural Identity and Consumer Engagement
NonProfitPro - New Data Quantifies the Impact of Visual Branding for Nonprofits
CharityCharge - Nonprofit Branding Resources
HT Media - How Brand Awareness Impacts B2B Sponsorship
Magnetize Agency - The Role of Branding for Nonprofits