Neta | Mysite

A Culture of Changers and Makers Redefining the Narrative

SCOPE

User Experience Design

Visual Design

Research and Strategy

Concept Development

BACKGROUND

Based in the Rio Grande Valley of Texas and born out of the whirlwind 2016 Presidential Elections, Neta grew organically as a collaboration between friends Eduardo Martinez and Dani Mari Hi. These bilingual, bicultural, millennials shared an understanding of the intersectionality of issues like immigration with gay, lesbian, and transgender equality. They also understood the gravitas and importance of reporting stories accurately and decided that they needed to own the power of narrative instead of waiting for others to do it for them.

THE CHALLENGE

As one of the fastest growing Latinx-run media platforms in Texas and the United States, Neta wanted a brand that matched their progressive platform, intrinsic history, and focus of engaging young people of color on important social issues and politics to be inherent in their brand. The new look needed to invoke feelings of authenticity and trustworthiness while maintaining a youthful aesthetic.

"We knew that if we didn't tell these stories ourselves and take ownership of them, then other people would come and speak for us. And we didn't want someone to take our reality and twist it for political purposes."

-Erika Galindo of Neta

THE STRATEGY

Streamline the brand aesthetic through form and color to invoke trust and journalistic integrity while creating a distinct look and feel that will make them stand out from the competition. A focus on expanding the brand to reach the maxium audience possible through various social media platforms and interfaces.