Closing the wealth gap
Objective
Latino Prosperity is a national nonprofit organization committed to closing the Latino wealth gap through state, local, and federal advocacy. Its work spans multiple interconnected areas, including access to capital, education, housing, and workforce development. However, to advance its mission effectively, Latino Prosperity needed a public-facing brand that could capture the spirit of relentless advocacy while communicating credibility and focus within the complex landscape of policy and economic justice.
Scope
Brand Strategy & Messaging Framework
Visual Identity System & Logo Design
Identity Guidelines & Toolkit
Website Visual Language
Digital & Print Asset Development
The Solution
Barretto-Co. partnered with Latino Prosperity’s founders and staff to develop a comprehensive visual identity system that reflected their advocacy, energy, and optimism.
Our challenge was to develop a bold, confident identity that could engage funders, policymakers, community leaders, and Latino communities while signaling an unwavering commitment to building generational wealth and opportunity.
We began with deep stakeholder discovery and competitive research to align on core messaging, mission clarity, and audience priorities.
The visual identity system was designed to convey movement, action, and interconnectedness. We combined dynamic forms and bold typography to express advancement and unity, using a color palette that intentionally referenced the “finance” sector, a space from which Latinos have often been systemically excluded. This was paired with messaging that centered empowerment, collective progress, and policy change.
We developed identity guidelines, digital and print assets, and a website design system that would allow Latino Prosperity to extend its presence confidently across social media, presentations, and advocacy materials.
Impact
Barretto-Co. helped transform Latino Prosperity’s mission into a clear, compelling brand—turning advocacy into a visual call for systemic change.
The new identity has enabled Latino Prosperity to amplify its voice nationally, building credibility with stakeholders and empowering advocacy efforts that advance Latino economic equity.
