Taller Puertorriqueño, also known as “El Corazón Cultural del Barrio” (The Cultural Heart of the Neighborhood), is Philadelphia’s leading Latino arts and culture organization. Their mission is to preserve, promote, and document Puerto Rican arts and culture, fostering community pride, bridging divides, and serving as an educational tool for young, underserved communities in Philadelphia. Collaborating with The Historical Society of Pennsylvania (HSP), they have taken a deep dive into archives to bring to light the vibrant culture of Philadelphia’s Puerto Rican history.
Established in 1974, Taller Puertorriqueño showcases the rich tapestry of Puerto Rican heritage. Through various programs, exhibitions, and events, they have created platforms where voices from the community can be heard, stories can be shared, and cultural nuances can be celebrated. In a world where divides seem more prominent than ever, Taller Puertorriqueño actively works towards bridging cultural, generational, and socio-economic gaps.
Their collaboration with The Historical Society of Pennsylvania underscores their commitment to unearthing and spotlighting lesser-known narratives. Through tales of migration, resilience, love, and life from Philadelphia’s Puerto Rican history, both the Puerto Rican community and the larger Philadelphia are offered a chance to reconnect with a crucial part of their city’s cultural fabric.
This project’s sponsor is The Pew Center for Arts & Heritage, a globally respected institution supporting artists, cultural organizations, and projects, with a clear aim to enrich the cultural life of Philadelphia. Their support is a testament to their belief in the power of stories and the importance of preserving history. By backing Taller Puertorriqueño’s endeavor, The Pew Center for Arts & Heritage is not just funding a project; they are investing in the cultural future of Philadelphia, ensuring that the city’s rich Puerto Rican narratives get the platform and recognition they truly deserve.
The project aimed to shed light on the vibrant tapestry of Philadelphia’s Puerto Rican history centered on tales of migration, resilience, and adaptation. By delving into the expansive archives of Taller Puertorriqueño and The Historical Society of Pennsylvania, the mission was to unearth these stories, making them accessible and resonant to the broader community. The objective was to narrate a historical account and to invoke a sense of pride, identity, and communal strength in the shared heritage and experiences of Philadelphia’s Puerto Rican populace.
Creative Repute took a culturally sensitive approach, understanding the essence and significance of the stories waiting to be unveiled. By immersing ourselves in the culture and history, we tailored our designs and content to represent the community’s heart in an authentic way. Branding, logo, icons, style guide and marketing materials developed to assist a community group that has been exploring the archives of Taller Puertorriqueño and the Historical Society of Pennsylvania to uncover stories of migration, resilience, and adaptation from Philadelphia’s Puerto Rican history. Digital and print ad, postcards and marketing materials were designed to bring awareness to a community group who has been exploring the archives of Taller Puertorriqueño and the Historical Society of Pennsylvania to uncover stories of migration, resilience, and adaptation from Philadelphia’s Puerto Rican history.
Our designs for digital and print ads were layered with rich symbolism, potent with historical undertones, yet modern in presentation. Each marketing material was treated as a canvas, telling tales of struggles, triumphs, dreams, and the undeniable spirit of the Puerto Rican community.
The project started with the development of brand guidelines for the Historical Society of Pennsylvania which were then used for the creation of the advertisement materials.
Key steps in our process were:
Research and Discovery
The first phase of the project involved in-depth research and discussions with HSP’s stakeholders. This included a kick-off meeting to gain a comprehensive understanding of the organization’s goals and vision. We also conducted a thorough review of HSP’s existing materials to identify areas in need of improvement. Learn more about discovery.
To build upon HSP’s existing brand identity, we conducted a brand audit to assess the effectiveness of the current logo, color palette, typography, and messaging. This audit helped us identify elements that should be retained and those that needed refinement to align with the organization’s goals.
Based on our research and brand audit, we developed a design concept that struck a balance between historical reverence and modern appeal. This concept informed the creation of a new logo, color palette, and typography choices that would serve as the foundation of the style guide.
Recognizing the importance of accessibility, we integrated accessibility principles into the style guide. This included guidelines for creating accessible digital documents and ensuring that HSP’s materials are usable by individuals with a variety of abilities.
Print and Digital Guidelines
We created a set of guidelines for both print and digital materials, ensuring that HSP’s brand could be consistently applied across a wide range of communication channels.
Why are advertisements beneficial?
Advertisements are pivotal in disseminating information, creating awareness, and influencing decision-making processes.
The outcome of this collaboration was impactful, sparking curiosity and conversations about Philadelphia’s Puerto Rican history. The marketing materials serve as starting points for inter-generational discussions, with elders sharing their stories and experiences with the younger generations.
In partnership with Taller Puertorriqueño, The Historical Society of Pennsylvania, and with the gracious support of The Pew Center for Arts & Heritage, Creative Repute was honored to play a role in bringing these vital stories to the forefront, celebrating the spirit of Philadelphia’s Puerto Rican community.