LatinxEd

The Situation

Latinx youth are a huge part of the population in North Carolina — almost 100 percent of public school growth since 2000, but only 4 percent of public postsecondary students. They face so many challenges when reaching college — low socioeconomic status, and mixed-residency and dual-language households.

Scholars’ Latino Initiative was created in 2003 through the University of North Carolina at Chapel Hill to help Latinx students from under-resourced rural communities become first-generation college students.

The Challenge

When Ricky Hurtado and Elaine Townsend became the Executive Directors, they had a big vision. So big, they were named to Forbes’ 30 Under 30 list for education. Ricky and Elaine knew they wanted to evolve the organization – and that they needed help to expand its role and transition from being a part of the University of North Carolina at Chapel Hill to being an independent nonprofit.

The Solution

We partnered with Ricky and Elaine to refound the organization as LatinxEd – from renaming it and developing the new brand positioning and messaging, to creating the new visual identity and website.

We revealed LatinxEd as much more than a mentorship program – as an education initiative cultivating the next generation of bicultural, bilingual Southern Latinx leaders.

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