06 / Sensitive Locations
In 2011, U.S. Immigration and Customs Enforcement (ICE) issued a memorandum outlining its policy on immigration enforcement actions—including arrests, interviews, searches, and surveillance—at or focused on designated “sensitive locations.” In response, El Centro de la Raza engaged us to develop a brand identity system that would help make these spaces more visible, recognizable, and accessible to the communities they serve.

/ Thoughts
The brand identity is rooted in the idea of solidarity and the strength of people standing together. The logomark represents a group of people united, while also referencing the architecture of a building—an intentional nod to the spaces designated as “sensitive locations.” The concept emerged from an observation of the letters “iti” in the word sensitive. Their vertical forms suggested people standing side by side, becoming the foundation and focal point of the identity system.

/ Visual—Identity
/ Environmental
/ Print