Rebranding a Hispanic-Led Research Firm for Expansion into MultiCultural Markets

The Ask

For over 20 years, Latino Footprint Research had built a reputation as a trusted leader in marketing research, pioneering techniques that provided deep, nuanced insights into Latino audiences. With an expanding team and a growing client base across the Americas, the company needed a brand evolution that would reflect its expertise beyond the Latino segment—capturing the full spectrum of multicultural audiences it serves.

Rebranding as MultiCultural Latino Footprint (MCLF) was a natural step forward, aligning with both the company’s expanded audience and market focus as well as their founders initials.

The challenge

Ensuring this evolution felt seamless while reinforcing trust, credibility, and a renewed sense of purpose.

The Insight

MCLF’s strength lies in its ability to go beyond demographics—capturing the intersection of culture, identity, and lived experiences.

We recognized that the rebrand needed to do more than change a name. It needed to articulate MCLF’s broader impact, multicultural expertise, and commitment to innovation while maintaining the legacy of trust built over two decades.

The Approach

To bring this vision to life, we focused on three core pillars:

• • Strategic Brand Narrative – Crafting a compelling story that reinforced MCLF’s evolution from a Latino-focused research firm to a premier multicultural insights powerhouse.

• • Visual & Verbal Identity – Developing a refreshed brand identity that balanced continuity with transformation—leveraging bold, contemporary design elements and a refined messaging architecture that spoke to a broader client base.

• • Seamless Transition Plan – Ensuring consistency across all touchpoints, from client communications to digital platforms, to position MCLF as the next evolution of trusted expertise.

The Results

• • Increased Brand Recognition – The rebrand successfully expanded MCLF’s positioning as a multicultural insights leader while preserving its strong Latino heritage.

• • Enhanced Client Engagement – Existing and new clients embraced the expanded vision, recognizing the firm’s broader expertise and deeper market intelligence.

• • A Future-Ready Brand – MCLF is now well-positioned and continues to growth operations across the Americas, with a brand identity that reflects both its heritage and its evolving role in shaping the future of multicultural marketing research.

By transforming Latino Footprint Research into MultiCultural Latino Footprint, we helped the brand step confidently into its next chapter—one where culture, identity, and insights come together to shape the future of marketing research.