MY EMPLOYMENT AND ROLE AT TLN MEDIA GROUP
From 2018 to 2021, I held the position of a freelance Graphic Designer at TLN Media Group. During this period, I was also appointed the role of the lead designer for their prominent event, the "Salsa in Toronto Festival" design campaign. Projects included billboard banners, advertisements, and social media. I was tasked to revamp and reorganize the branding manual for the festival.
In addition, I engaged in diverse design projects as needed such as creating full-page advertising materials, apparel design, and different event materials.
www.salsaintoronto.com
FESTIVAL BACKGROUND
Directed by the Canadian Salsa Festivals Project, the annual Salsa in Toronto Festival sponsored by TD is the largest Latino-themed cultural celebration in Canada. The award-winning festival presents unique cultural experiences, including the best Latino music, dance, street food, and visual art exhibitions.
In addition, I engaged in diverse design projects as needed such as creating full-page advertising materials, apparel design, and different event materials.
www.salsaintoronto.com
FESTIVAL BACKGROUND
Directed by the Canadian Salsa Festivals Project, the annual Salsa in Toronto Festival sponsored by TD is the largest Latino-themed cultural celebration in Canada. The award-winning festival presents unique cultural experiences, including the best Latino music, dance, street food, and visual art exhibitions.
01
Project Overview
Salsa in Toronto festival logo rebranding
Date: 2019
Salsa in Toronto festival logo rebranding
Date: 2019
When I started working for TLN Media Group, my first project was to rebrand the festival logo establish colour palettes providing CMYK
and RGB.
Also, created logo variations with different colours and backgrounds and provided other logo file formats such as eps, ai, PSD, jpg, png and PDF.
and RGB.
Also, created logo variations with different colours and backgrounds and provided other logo file formats such as eps, ai, PSD, jpg, png and PDF.
Adobe Illustrator
02
Project Overview
2020 & 2021 SALSA IN TORONTO FESTIVAL
Poster design
2020 & 2021 SALSA IN TORONTO FESTIVAL
Poster design
Left
2020 Salsa In Toronto
Poster design
RIGHT
2021 Salsa In Toronto
Poster design
2020 Salsa In Toronto
Poster design
RIGHT
2021 Salsa In Toronto
Poster design
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Adobe Photoshop
Adobe InDesign
The Design Process Behind the 2021 Poster.
The design approach for the 2021 festival campaign intentionally shifted from a photography-based direction to a more illustrative visual style. During the initial design briefing with the Director of Communications and Marketing and the creative team at TLN, the main objective was to create a campaign aesthetic that felt expressive, flexible, and visually distinct.
Illustration provided greater creative control than a static photograph, allowing the campaign to communicate mood, movement, emotion, and cultural energy in a more dynamic way. This direction also helped differentiate the 2021 campaign visually while making it more adaptable and engaging for a diverse audience.
The process began by revisiting the 2020 photograph of the couple and reworking their pose as the foundation for the new composition. The image was carefully isolated from its original background and transformed into an illustrative treatment. This allowed for more refined control over colour, tone, and overall atmosphere, while still preserving a strong connection to the source material.
TLN Media Group kindly provided the original photograph.
Putting it all together to create an effective design.
Due to the ongoing challenges of COVID-19 during the event year, the TLN team remained committed to promoting and hosting the Salsa in Toronto Festival while continuing to bring entertainment, culture, and connection to Toronto’s Latino community. As a result, the campaign strategy shifted toward social media, online programming, and television broadcasts, allowing the festival to reach audiences in a safe and accessible way.
Through the dedicated efforts of the design and marketing teams, the 2021 Salsa in Toronto Festival maintained the energy, spirit, and success of previous years despite the limitations of an in-person event. The continued support of the Latino community played an essential role in keeping the celebration alive and sharing that joy throughout the city.
A subtle but important detail within the final design was the use of a background pattern. This understated visual element added depth, unity, and structure to the overall composition, helping to create a more cohesive and polished campaign aesthetic.
03
Project Overview
MULTICULTURAL poster design
MULTICULTURAL poster design
The design objective for this poster is to represent and convey TLN Media Group as Canada’s most influential multicultural media company.
The creative idea is to use different patterns to signify multiculturalism.
The creative idea is to use different patterns to signify multiculturalism.
The final product is used as a backdrop for TV shows, office walls, pull-up banners and billboards.
Adobe Illustrator
04
Project Overview
TLN soccer – Halftime show poster design
TLN soccer – Halftime show poster design
About the show
Hosted by TLN personality Camila Gonzalez, The Halftime Show is a weekly program that airs during the halftime intermission of every live SERIE A Italian League Soccer broadcasted live by TLN.
Hosted by TLN personality Camila Gonzalez, The Halftime Show is a weekly program that airs during the halftime intermission of every live SERIE A Italian League Soccer broadcasted live by TLN.
The 5 to 5:30 minutes short videos aim to be entertaining and informative and provide exclusive interviews and off-the-pitch stories exploring food, music, and different cultures.
Role
Directed by the Senior Director of Communications & Marketing, I had the role of a Creative Director on this project. Essentially, I was in charge of the entire process, from ideation, print to final production.
Directed by the Senior Director of Communications & Marketing, I had the role of a Creative Director on this project. Essentially, I was in charge of the entire process, from ideation, print to final production.
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Adobe Photoshop
Adobe InDesign
