Humana

Trust begins with a familiar conversation.

Community messaging / Spanish-language poster applications.

A grassroots communication program designed to connect Humana with Hispanic communities through culturally relevant messages and familiar, everyday experiences.

My contribution: Cultural strategy & creative collaboration
Collaboration: Humana / agency and creative teams
The scope: Grassroots communication strategy
Culturally relevant creative
Print, social & community materials

The challenge

Make a national brand feel relevant at a local, personal level. A useful conversation begins with an understanding of language, culture, and the moments people share.

The approach

Connect Spanish-language messaging with community touchpoints: posters, social communication, recipes, interactive materials, and seasonal greetings. A consistent visual language gives each piece a place within the larger brand story.

Social communication / A connected set of everyday messages.

Digital communication / A Spanish-language introduction.

Recipe booklet / Familiar food and everyday conversation.

Interactive collateral / A playful invitation to participate.

Greeting card / Recognizing moments that matter.

Printed communication / The campaign in a foldout format.

Calendar / Keeping the brand present through the year.

Project credits

Selected collaborative work from Gerardo García-Jurado’s Humana portfolio. Supplied campaign artwork and application mockups are shown as creative work; no business or health outcome is claimed.

What could your brand become?

Big-brand experience, focused on your business. We can start with one challenge, two connected services, or the complete journey.

Let's talk