#BeGolden Campaign
In a time when divisiveness and hateful rhetoric have created a hostile environment for many immigrants living in this country, we saw a need to unite our community and restore civility and compassion towards immigrants. We created #BeGolden to improve the way we welcome immigrants to our community. We want to remind people that immigration isn’t merely a political or legal issue, it’s a human issue.
After creating a dynamic brand we were able to get city officials, religious leaders, and businesses to rally and give the #BeGolden campaign tremendous momentum throughout North Texas. The campaign got the Mayor’s Office to implement #BeGolden as a cornerstone of the City’s Welcoming Program, several DISD schools to add #BeGolden to their class projects, and other cities to adopt #BeGolden as part of their community outreach programs. A notion as simple as The Golden Rule was able to open people’s hearts and embrace what brings us together, rather than focus on what sets us apart.
Brand Identity
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/5c524857-194a-4ded-ad94-05d94704610d_rw_1920.png?h=1a0d36d765f7b1853861acb5a07f263a)
The gold paint elements were all handmade using golden paint.
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/da79fb95-9669-44a4-99ca-995bd71ec75b_rw_3840.jpg?h=e849eda76c49affe116490402e99d9ff)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/056b9b24-5e97-4a25-9510-82d2b209917e_rw_3840.jpg?h=55119ebe0a16d44ea1d8c4a4666f1d9c)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/af545167-e247-42f4-adb8-b77b1ff9206a_rw_3840.jpg?h=613cfe430490f44cee1fd1760de9b9b0)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/ce441ccd-76ed-4c7e-b96d-1062bc36dbb4_rw_3840.jpg?h=0286702bf060c2cfaa8499973f1f8746)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/39aa4f34-31ef-491c-86a4-d1521576077a_rw_1920.png?h=0c51050c7c314353b5406e34046ff594)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/93cfbb34-3759-4811-b373-d1da408111f9_rw_1920.png?h=208e9d048e77da1fd43008991f93d2da)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/77dcf9f7-733e-41d3-a917-a266ab89a1ea_rw_1920.png?h=f9f99c664e84ff152d613f3b58d03836)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/623bb5c1-011f-43e7-88db-14bd3798feae_rw_1920.png?h=addc5b8935d5a6502861c7101c39915b)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/c5865338-f0df-4fa5-ac26-0343706f1fc7_rw_1920.png?h=3df850ee0171a6a4980f0435745b1597)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/69c96109-1e0a-42cc-b81b-5ad9059c22f6_rw_1920.png?h=93154f0080e346fa35e9c8683c429694)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/d536b8b2-2719-4c29-936d-f60ea46c3637_rw_1920.png?h=25e3e912eab7d855a013edcc882f47fa)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/35b54520-12cd-454f-a00c-759964f56437_rw_1200.gif?h=b9de8680532b6668cd44763010e6b5d3)
Brand Video
Website Design
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/985f0d20-ac0c-4b72-8017-1f0be80d4fef_rw_1920.png?h=09d7b247d5f7731375af272a62f5f5e6)
Content
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/ae9b5576-fc92-416d-bbcd-d12f4a52aa77_rw_1920.png?h=d1d82555f78ace11021ff4b153557c62)
Series of full-page print ads that ran in the Dallas Morning News
Social Content
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/9a6c62d2-2c49-4130-b270-ecd01eeda2c4_rw_1200.gif?h=1aa57264ffe4475166e539b3ca14aecd)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/2e588e50-d31c-4c9e-943c-de2c9d46e5cb_rw_600.png?h=bc4a6a7054d23c221babcc7d85b2a43b)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/b8d711b7-a4ca-4c05-9202-090ea5e9c910_rw_600.png?h=685cdec47da503c15d929d665680eb7e)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/850d100e-f21a-43a9-89ea-97d399a5763b_rw_600.png?h=0d555133bed03e8ba0dd9aa1788b858f)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/9afc7767-8751-4c97-9c24-c8b56e047ca2_rw_600.png?h=58f78f065d99ef9cf904cff7cfa0fe85)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/90daf72c-6a70-4b29-948d-bf187d6ec5bb_rw_1200.png?h=821ce58afacce8780d1fd710ee9c6879)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/af95e03f-720e-4e2a-8f3e-1016a35632da_rw_600.png?h=5b69707befc5d23b547fdf97d766dc05)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/4d991fcc-ede0-4458-a8ae-c9e20c40386e_rw_1200.png?h=b943d7eeb4b7de23f1a80b01ef3fd755)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/10b2733d-6658-4914-8390-c8d90c26691b_rw_600.png?h=0e6897116a1f6bc62bbfd5cc3cfa452f)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/85a973ee-aab2-4a73-bd42-7eacc89c1c98_rw_600.png?h=4ea5370bf93f0989455472da6e1e6e43)
![](https://cdn.myportfolio.com/e860b4a2f478fab8cb13198008b924ac/0c1786c0-3976-4aae-a46b-bfaa1a587dfb_rw_600.png?h=47a1e1b039aa91a3a007e8c64724fb99)
Agency: Richards/Lerma
Art Director: Ruth Lovati, Devin Edwards, Lucho Sanchez, Jonatan Zepeda
Copywriter: Madeleine Glenski, Carlos Castro, Matt Villanueva
Creative Director: Rodrigo Maycotte
Brand Strategy: Shannon Dunbar-Rubio, Cindy Almonte
Executive Creative Director: Aldo Quevedo
Photographer: Stewart Cohen