Elevating Latino Heritage Through Strategic Storytelling

Vanguard works with the Smithsonian’s National Museum of the American Latino (NMAL) to amplify its mission of illuminating U.S. Latino contributions to the American experience through history, culture and the arts. Our team developed and implemented NMAL’s communications and marketing strategies in multiple ways, including branding, messaging, website content, social media campaigns, earned media campaigns and stakeholder engagement initiatives.

A key part of our work involves producing creative materials using NMAL’s brand identity — from promotional collateral and event signage to digital graphics and educational resources — that reflect the museum’s vibrant vision and work. In 2023, we helped launch a national awareness campaign tied to the museum’s progress toward building the museum in Washington, DC, developing compelling narratives, messaging and visual assets that highlighted U.S. Latino community impact and cultural significance.

From crafting press materials and coordinating media outreach to designing branded content, Vanguard continues to position NMAL as a Smithsonian museum that honors the dreams, challenges and triumphs of U.S. Latinos, elevating their stories within the national narrative.