The Latino Music Festival functions as a bridge, bringing latino music to audiences in San Diego. The Latino Music Festival places a strong emphasis on local talent, featuring San Diego’s most prestigious orchestras, ensembles and soloists, as well as a number of talented young professionals.

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Raiz Works - Urban Growing
When launching an innovate idea like RaizWorks permaculture, establishing credibility falls in large part to the brand. Sotelo designed the identity, graphic system and web UI that establishes the viability and potential of an eco-conscious company focused on permaculture. Raizwork selected Sotelo to help communicate the vast commercial potential of growing food almost anywhere. The ideal Sotelo challenge.
SD Cycling Public
Bringing a community together to participate, believe and donate is easier with compelling branding. San Diego Cycling Public is a celebration of cycling and creates awareness and civic support for a new community cycling center. Sotelo collaborated with project visionary Ron Miriello to build a very fresh and simple “brand-kit” that created excitement on everything it touched. And that helps when you're selling an idea and need foot-soldiers to carry the flag.
Naturale Hair Blows
Hair salons are about building strong relationship and never giving patrons a reason to leave. This Sotelo rebranding built upon the salons established reputation of non-toxic and natural services and products, yet in a fresh and more progressive way. The new coordinated look was applied to packaging, interior and signage creating a renewed spa-like environment with new potential.
San Diego's Jazz88.3fm
With jazz music audiences aging, San Diego's City College, Jazz 88.3 FM needed to stay relevant and fresh to expand its listenership without alienating the tried and true. Sotelo branding and identity brought new design life to the stations jazz music culture and long history, helping 88.3 connect with San Diego jazz lovers of all ages.
CB | Labs Extracts
CB Labs was a business extension that leveraged the brand success of Comb Botanicals. CB Labs is a cannabis resin product company with the mission to legitimize and expand the acceptance and understanding of top of line botanical extract products. The best way to do that - is to lead the way. Sotelo created the vision, product look and feel and all communications to launch CB Labs to the world.
Sandstrand
Sandstrand specializes in quality cleaning, hygiene with a strong emphasis on customer service and environmental responsability.
Rip Current Brewing
When you enter the crowed beverage market your story needs to be clear and real. Sotelo created the complete brand experience for the Rip Current line of SoCal crafted beers. Brand strategy, logo re-design and packaging all delivered on the idea of a small upstart brewery with big ideas for the future. The brand personality balances the fine edge of California-personable with smart and business savvy. Watch for big things from Rip Current!
Qualcomm Way
When a global company like Qualcomm decides to revise it’s brand it knows acceptance and understanding by its employees is essential. Sotelo was entrusted to interpret the new brand standards to compelling employee code of contact and service manuals that brought energy and vitality right out of the gate. These smart print applications of the new brand system became a key component to an exciting and innovative global brand relaunch.
CBX
Comb Botanicals had a vision to set a new standard for botanical extraction equipment of high grade medical and commercial cannabis. Design excellence was used to highlight the performance excellence in all areas of Comb Botanicals business. “Let’s make CB the new benchmark in a growing category that has yet to really grow up.” Sotelo was trusted to art direct and design all touch points from industrial design to data sheets, establishing a brand with true global appeal.
Identities - Logos
It has often been said a logo is not a brand. Yet a successful logo is a definitely an important component to get right.
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