Post by Luis Fitch

Bringing salsa music to the national stage. We partnered with the Smithsonian’s National Museum of the American Latino to develop a cohesive campaign for ¡Puro Ritmo!, a major bilingual exhibition exploring the evolution and cultural impact of salsa music in the United States. Our approach translated the rhythm and cultural depth of salsa into a bold, scalable visual system designed to perform across multiple channels, from Metro advertising and print to social media and gallery wayfinding communications. Built from commissioned illustration assets, the result is a dynamic and culturally grounded identity that elevates the exhibition into a broader cultural moment. We help brands and institutions translate culture into scalable creative systems. Let’s connect. #BrandStrategy #CulturalDesign #Smithsonian #LatinoCulture #UNObranding