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. As copywriter, I led the charge on crafting a tagline and messaging strategy for the new sub brand, and provided initial creative direction on assets for the launch campaign.
De Los
Brand Positioning & 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 both tell their own stories and see themselves authentically represented in journalism, essays, comics, and more.
After much collaboration with De Los team, we settled on 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.
Brand Spot
Our team’s initial goal for the launch was to drive brand awareness. I wrote the script for this brand spot and worked with my team to bring the concept to life. On YouTube, it drove an unusually high view rate, with 78% of viewers watching all 30 seconds.