Arrobas by Hacienda CDC

We partnered with Hacienda CDC for the naming, brand, and messaging for their Arrobas initiative. With a vision of connection for all, Arrobas supports and strengthens local communities through increased access to technology, shared networks, neighborhood tech labs, and staff and volunteer support. 

Speaking to connection, physically and virtually, “Arrobas” is the Spanish word for the “at” symbol. 

The brand leverages the ‘arroba’ (@) as the basis of the logo’s icon system, with vibrant colors and dynamically arranged segments that signal the coming together of different elements—resources, people, communities, and more.

A community-based social campaign uses the arroba (@) to invite real community members to share, in their own words, what Arrobas helps them to achieve.⁠

We envisioned the application of the Arrobas mark, brand artwork, and messaging across interior environments, signage, and social, to celebrate the program's roots in Portland’s Latino community and establish brand recognition among new audiences and users. ⁠