Vestas, the global leader in sustainable energy solutions, needed a rebrand for their hispanic and latin employee resource group, Latinx, a neologism referring to people of Latin American culture or ethnicity. Elefant partnered with Vestas to create HOLA, Hispanic Organization and Latin Alliance, a memorable and inviting personality. We developed the new identity to reflect the group’s mission statement “promoting cultural diversity, professional development, and creating an inclusive and supporting environment for the Hispanic and Latin community and allies.” Using insights and cultural inspiration, we crafted the visual and verbal identity using bold colors and patterns associated with flags and textiles, a contemporary and regionally relevant typeface, and subtle, strategic incorporation of the Onshore and Offshore Vestas business verticals.