Latinos are the future. With Maremoto, we build the tidal wave.

In October 2025, entrepreneur and organizer Jess Morales Rocketto launched Maremoto, a newly-formed nonprofit fighting for Latinos to lead in our democracy, culture, and media.

Champions was tasked with naming and designing an unapologetically Latino-first brand—one expansive enough to hold multiple initiatives, and powerful enough to express the depth and ambition of a movement upending disenfranchisement.

Maremoto is disruption, force, and momentum; it is both turmoil and transformation. A kind of violent generosity.

A power-building entity, Maremoto was designed to look less like a nonprofit and more like a fashion house, with enough visual fluency and flexibility to move through culture without footnotes. 

To build out Maremoto’s visual world, we collaborated with Latino creatives including Brooklyn-based letterer Abraham Lule. 

The tidal wave takes form in a logo shaped by hand and water, resembling a creature you’d find at the bottom of the sea–round, fragile, hidden, hostile, and full of love.

Abraham Lule’s logo exploration, 2025 (Above) 

Animator and artist Sage Jenson, a specialist in biocomputation, developed and coded a suite of logo expressions for the Maremoto brand. 

Each expression has its own personality and allows the brand to embody the many different qualities of a tidal wave: fluid, microbial, alive. 

Sage also developed a custom-coded animator that overlays text on the Maremoto website, giving the typography a kinetic, constantly flowing energy. 

Founded by Vincente Lamónaca, Martín Sommaruga, and Fernando Díaz, TipoType is the first and only digital type foundry in Uruguay. 

TipoType developed Maremoto Black for headlines and a secondary wordmark, then built the font out further to support Pulso del Barrio, another Maremoto initiative.

When we started work with TipoType, we asked what made a typeface Latino. Their answer was simple, “It was made by Latinos.”

Adapted from Gravita Bold, an existing typeface in the TipoType catalog,  Maremoto Black features condensed letterforms. It can be clear amidst clutter and loud and proud when needed. 

The typeface comes in upright and italic and is fully equipped for bilingual use, containing all Spanish diacritics. 

Uni, the sea urchin, has his roots in the Pablo Neruda poem, “Maremoto. ” He is the official mascot of the brand.