In The Hyphen
In The Hyphen, a project challenging mainstream narratives and giving voice to "hyphenated Americans" straddling multiple cultures, now has a brand identity to match the ambitious startup. Fernando Hurtado, the founder, shows up across YouTube, social media and every digital touchpoint with a brand that's instantly recognizable. What started as a concept without a visual identity now has a cohesive presence that elevates the journalism and makes creating content as a solo founder actually manageable.
When Fernando came to me, he had a clear vision: spotlighting the diverse, in-between experiences of U.S. Latinos through deeply researched YouTube journalism.
Together, we created a system built for the reality of being a solo content creator in the fast-moving digital world. We anchored everything in a scroll-stopping magenta on every thumbnail, video and social post. The entire brand identity is designed to be dynamic and adaptable, giving Fernando the tools to create YouTube thumbnails, information graphics and motion elements himself without needing deep design knowledge.
The result is a brand identity that feels credible alongside major news outlets, but manageable for a solo content creator.
👇 Watch video below to see Fernando’s brand system in action. Editing and creating consistent content has become a breeze.
