Adelante
— Web V2 + Brand System

Adelante Community Development is one of Denver's most active Latino-led nonprofits — five core programs, an event series running four times a year, an in-house consultancy, and the Luminaria capital campaign all running in parallel.

By 2025 the organization was running ahead of its visual identity. A patchwork of one-off campaign templates, inconsistent typography, and a Web V1 that couldn't carry the weight of what the team was actually doing.

The brief: build a brand system that scales across five programs and a capital campaign, in two languages, without losing the warmth that makes Adelante feel local.

Built the brand system around three locked typefaces (Barlow Condensed for display, Inter for body, Space Mono for utility) and a signature gold (#FBBA12) that runs across every program.

Wrote a locked clause into the brand doctrine: no creative decision goes live without the design standard authority's review. That single rule kept the brand consistent across five program leads and a part-time contractor team.

The Web V2 build on Elementor became the proving ground — every component (CTA pattern, RDP V3 hero, Aplica button) was first solved on the site, then ported to print, social, and print collateral.

Started with a brand doctrine — written before any pixel was placed. Banned word list ("eslabón" → "enlace"), CTA patterns, voice rules, and the locked clause. The document is now the canonical reference for every Adelante creative decision.

Built the Web V2 component library in Elementor Canvas: master template header, the "Aplica →" hero button (V05-compliant CTA pattern), and the Repeating Group chip pattern that powers the program nav.

Bilingual content strategy: not a translation layer on top of English content. Spanish-first writing where Spanish-first audiences are served, English-first where they're not. Every piece of copy reviewed by a bilingual reader before publish.

The Web V2 site shipped May 2026. Five program pages, four event landing pages, and the Luminaria capital campaign — all running on one design system, one bilingual content layer, one doctrine document.

The Aplica → CTA pattern is now reused on every program enrollment page. The locked clause has been invoked twice in production — both times catching off-brand creative before it shipped.

ACG (the consultancy arm) launched its own evaluation automation pipeline (Airtable + Fillout + Outlook) running on top of the same brand voice. One brand. Multiple systems. Zero drift.