Pulso del Barrio is a new Maremoto-led initiative working to help young male and male-identifying Latinos build community and confidence at a hyper-local level.

Maremoto is a nonprofit fighting for Latinos to lead in democracy, culture, and media.

After naming and creating the visual identity for Maremoto, Champions worked with Pulso del Barrio to develop a new, more-specific brand that would give young Latino men a sense of pride and belonging. 

The Pulso del Barrio logo is reminiscent of street signs found in Latino communities. It is a common cue that helps build a sense familiarity and community. 

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

Pulso del Barrio founders wanted to give members a chance to literally see themselves in the brand.

Champions is currently developing an avatar maker and library of community-sourced assets to help gamify organizing. 

What are now brand mascots will soon become personalized, custom-made characters.

The Pulso del Barrio tagline is both an affirmation of the community that already exists and an invitation to new members to build something great. Yours lives here. 

Tipotype also created a typeface for Pulso del Barrio. It is a custom cut of the Maremoto typeface that retains the original condensed characters and full suite of Spanish diactrics.

It adds a special set of glyphs that feature 2- to 3- letter, vertically-stacked words in both Spanish and English. 

The stacked words infuse a sense of rhythm and bounce to the PdB voice. And they call back to both the logo and its inspiration.