De Los
Brand Positioning & Launch Campaign
In 2023, a team of Latino journalists and editors at the L.A. Times launched De Los, a new editorial initiative targeted at millennial and Gen-Z Latino Americans in L.A. and beyond.
I led the charge on crafting the tagline and messaging strategy for the new brand — and provided copy and assistant creative direction for the launch campaign.
Tagline
At its heart, De Los is an exploration of the million nuances of Latino culture and identity. It’s a space where young Latino Americans can see themselves authentically represented in media.
After getting lots of input from the De Los team, I wrote the tagline “Everything Latinidad.” It not only speaks to the brand’s wide range of content offerings but also gives young readers space to explore what Latinidad means to them.
Our team’s initial goal for the launch was to drive brand awareness. I wrote the script for this brand ad and provided assistant creative direction to bring the concept to life.
The video helped De Los win a Delta Airlines sponsorship. And on YouTube, an almost unheard of 78% of viewers watched all 30 seconds.
Brand Spot
Social Content
For the launch, we wanted to create a mix of social ads — some that would help spread the De Los brand message and some that felt organic and authentic. Like a teen stitched together clips for TikTok.