Branding and Web Design for National Hispanic Cultural Center

What can convince New Mexico tourists to visit a cultural center they’ve never heard of?

The Challenge

The National Hispanic Cultural Center drew acclaim from aficionados and academics, but failed to attract tourists, locals, and families.

Get personal. Blend bold language and vibrant visuals to appeal to visitors’ hearts, minds, and souls.

+19%

Visitors in 2016 versus 2015

Most visited
state museum

For the first time since its inception

2.4x

Higher advertising response rate than national average

We distilled centuries of cultural influences into a distinct NHCC language.

We enriched the story with dual-language humor and Hispanic lifestyle references.

We turned potential visitors into lifelong ambassadors.