South Florida is one of the most culturally vibrant television markets in the United States — and one of the most linguistically diverse. Through the WPBF 25 partnership with Estrella TV, I had the opportunity to extend the station's creative reach into the Spanish-speaking community, building marketing and broadcast creative that spoke authentically to that audience.
While I don't speak Spanish, I brought the same strategic rigor to this work as any other project: deep audience understanding, culturally aware creative direction, and a commitment to craft that transcended language barriers.
As Senior Graphic Artist at WPBF 25, I was responsible for all co-branded and partner creative. That meant directing visual identity decisions, campaign materials, on-air promotion, and marketing assets that represented both the WPBF 25 brand and the Estrella TV partnership to South Florida's Spanish-speaking audience.
Creative assets designed to connect across cultural lines and resonate with South Florida's Spanish-speaking community.
The South Florida television market is defined by its diversity. The region's Spanish-speaking community — with roots across Cuba, Venezuela, Colombia, Puerto Rico, and beyond — represents one of the most affluent and media-engaged Hispanic audiences in the country.
Speaking to this audience required cultural sensitivity, not just translation.
Through the WPBF 25 / Estrella TV partnership, creative work had to honor the community's identity and values while fitting seamlessly within the broader broadcast marketing framework I was already directing.
Not speaking Spanish was never a barrier — it was a prompt to listen harder. I collaborated closely with bilingual team members and community stakeholders to ensure every creative decision was grounded in cultural authenticity, not generic "Hispanic market" clichés.
Great broadcast creative communicates visually first. Color, motion, typography, and imagery were the primary tools — allowing campaigns to feel authentic and resonant without relying on language as the sole carrier of meaning.
The challenge was maintaining creative consistency between WPBF 25's established brand identity and the distinct personality of Estrella TV — two different tones serving the same market. I built co-branded frameworks that let both brands coexist with integrity.
The WPBF 25 / Estrella relationship wasn't just a business arrangement — it was a bridge between two communities in one market. I treated the partnership itself as a story worth telling, and built creative that communicated trust, credibility, and shared values to both audiences.