SOMOS UNO
Summary
A social media system for Somos Uno, a Christian conference that ran fully online in 2021. I turned a single poster into a typographic language the whole feed could run on.
Services
Social
Art Direction, Templates
Year
2021
Timeline
Q2 2021
Tools
Adobe Creative Suite
Team
Francisco Loreto (Art Direction and System), with a volunteer design team
Context
Somos Uno was an online conference in 2021. It needed a full Instagram presence, and I had one poster to start from. I built a visual language out of it and led a group of volunteer designers to produce the volume the event needed.
Insights
One strong poster can become a system if you pull the right rule out of it. Here the rule was typographic: the number one from the logo as a recurring device, and stretched, extended letterforms applied with enough discipline that anyone on the team could pick it up.
The Problem
The scope was large, the timeline was short, and the production team was volunteers with a range of skill levels. The system had to be simple enough for anyone to use and consistent enough to hold across dozens of posts.
The Solution
I set the language: the logo's number one as a recurring device, and elongated, visually extended type as the core move. Then I built templates and direction so the volunteer designers could produce at volume without the feed drifting. I handled the base design and art direction across the team.
The Outcome
The feed held together across the full run of the conference, produced quickly by a volunteer team working from one system. It reached roughly 10,000 people and lifted engagement by about 50%.
