Univision

Project Overview

Univision required a culturally aligned campaign to reach bilingual and Spanish-dominant audiences through broadcast and digital ecosystems. The project emphasized authenticity, visual consistency, and cross-platform cohesion.

This initiative highlights expertise in sustained multicultural marketing strategy, digital campaign execution, and structured creative systems. This campaign continued for over 2 years.

I designed content and websites in support of this campaign, eventually designing a new mobile app experience while Nikolai developed it for iOS. The updated app experience is used in this video created by our Creative Director:

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Role & Responsibilities

Graphic Designer, Web Developer & Product Designer

• Designed campaign visual assets tailored for multicultural audiences
• Developed responsive web environments aligned with campaign identity
• Adapted creative systems across broadcast and digital channels
• Ensured cohesive typography, layout, and messaging hierarchy
• Supported digital performance optimization and implementation
• Maintained legal display information requirements through the web
• Redesigned the mobile app experience used in the campaign

Objectives

• Increase audience engagement among bilingual demographics
• Deliver culturally authentic messaging across channels
• Strengthen cross-platform brand continuity
• Support measurable interaction and reach growth

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Audience & Market Landscape

Multicultural audiences demonstrate strong engagement when campaigns reflect cultural nuance and authenticity. Media consumption spanned television, mobile, and social environments, requiring integrated and synchronized deployment.

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Strategic Framework

Audience Insight
Authentic representation and culturally informed messaging increase engagement and trust.

Campaign Strategy
Build a unified creative system adaptable to broadcast, in-app display, and web platforms while preserving brand and cultural tone.

Systems Architecture

• Modular visual identity components
• Cross-platform design alignment
• Structured rollout coordination
• Analytics-informed optimization

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Multi-Channel Execution

Broadcast Campaign Assets

• Network-aligned creative design

Digital & Social Activation

• Platform-specific creative adaptations
• Engagement-optimized formatting

Web Experience

• Responsive design implementation
• Performance-focused development
• Clear audience and context flow architecture

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Performance & Impact

• Over 2.5 million offers delivered
• Over 41,000 app downloads
• Doubled the repeat engagement goal
• Over 380,000 offers saved
• Over 54,000 offers tapped

The campaign achieved cohesive cross-platform resonance while maintaining cultural alignment and measurable audience interaction for over 2 years.

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