BRANDING
bandanna design
2025 CHAPTER LEADERSHIP SUMMIT
For the 2025 ALPFA Annual Chapter Leadership Summit (CLS), I refreshed the existing CLS brand to reflect an extended event format and a new partnership with a comedy company. The design focused on simplicity, with a two-color palette for a clean, modern feel. A topographic map pattern was incorporated to add depth and evoke a sense of journey and growth. The retro-camp badge, featuring the ALPFA logo, embodied the spirit of teamwork and leadership development while adding a nostalgic, playful touch. Additionally, a custom-designed bandanna was created as a merchandise giveaway, reinforcing the summit’s theme of unity and offering a fun, tangible connection to the event. This versatile branding successfully united the themes of leadership and collaboration, creating a cohesive and engaging experience for chapter leaders across North America.
PROJECT NAME: 2025 Chapter Leadership Summit Branding
CLIENT NAME: ALPFA Foundation, Inc.
PROJECT DATE: March 2025 Find this project interesting? Go Behind the Design here!
final event set design
event social banners
2025 CLS X HA FESTIVAL
In partnership with HA Comedy, ALPFA introduced Funny Business, an exciting new addition to the CLS experience. This collaboration brought together live comedy shows, engaging movie screenings, and dynamic personal development content, offering a unique blend of entertainment and growth. To highlight this fresh initiative, I redesigned the branding to incorporate ALPFA Red alongside HA Comedy’s signature logo. This new color palette not only aligned the program visually with HA’s brand but also created a clear distinction from other CLS programming, giving Funny Business its own identity within the larger event series.
2024 CHAPTER LEADERSHIP SUMMIT
For the CLS 2024 branding, I dove into research across ALPFA’s regions—West, Central, Northeast, Southeast, Midwest, and Canada—exploring local symbols like animals, plants, and landmarks to create unique soccer-inspired team emblems. Where no commonality existed, I selected symbols that would make bold Football Club logos.
I also crafted a unifying “League Emblem” to bring together ALPFA’s national staff under the theme of “One ALPFA,” reinforcing the idea of a united team working towards shared goals. With soccer being a major part of Latino culture, this theme became the backbone of the event branding.
The standout piece was a stylized phoenix emblem, symbolizing resilience and determination— traits that reflect ALPFA’s chapter leaders. This design flowed through all event materials, including badges and the Chapter Leader jerseys, which were a hit. Attendees loved the jerseys, with several chapters even requesting the emblem for their own use.
The result? A visually dynamic, culturally relevant brand that captured ALPFA’s spirit of unity and empowerment, leaving a lasting impact on chapter leaders across North America.
PROJECT NAME: 2024 Chapter Leadership Summit
CLIENT NAME: ALPFA Foundation, Inc.
PROJECT DATE: January 2024 Think this is cool? Go Behind the Design here!
2025 ALPFA CONVENTION
The theme for the 2025 Convention emerged from a desire to build upon the success of the 2024 theme, Reframe Your Story, which was deeply introspective. For 2025, we wanted to shift the focus outward, with an emphasis on action and forward momentum. After extensive brainstorming and collaboration with regional chapter leaders in a series of focus groups, we arrived at the theme Momentum: Leaders in Motion. This theme reflects both individual growth and collective movement toward progress.
The visual identity for the event evolved from this theme, ensuring that the branding not only communicated energy and action but also harmonized with the venue, Caesars Forum in Las Vegas. In selecting the color palette, I drew inspiration from the carpeting and architectural elements of the venue, carefully choosing hues that would resonate with the event’s goals while ensuring stylistic cohesion throughout the branding.
Each element of the brand is intentionally designed to convey our core values and evoke a specific feeling for our community and attendees, both on-site and through our marketing materials. From the colors to the typography, every design choice reflects the dynamic and forward-thinking spirit of the event, aiming to inspire action, connection, and growth among all who experience it.
PROJECT NAME: 2025 Convention: Leaders in Motion
CLIENT NAME: ALPFA Foundation, Inc.
PROJECT DATE: January 2025 (Event date is in July 2025)
See the full brand guide here!
LAYOUTS
LAYOUTS
2023 ALPFA ANNUAL REPORT
For the annual report, the goal was to transform complex data into engaging, easily digestible visuals. Using bold infographics, we highlighted key metrics and insights, making the report not only informative but visually captivating. The design focused on clarity and impact, utilizing icons, charts, and color coding to tell the story of the year’s achievements and challenges. This approach turned dense information into a dynamic narrative, ensuring that the report was both insightful and accessible for all audiences.
PROJECT NAME: 2023 Annual Report
CLIENT NAME: ALPFA Foundation, Inc.
PROJECT DATE: Mid-2024
See the full report here!
2024 ALPFA CONVENTION REPORT
For the event report, we focused on capturing the energy and success of the event through dynamic visuals and key takeaways. Infographics played a central role in presenting attendee data, event highlights, and feedback, making the information both engaging and easy to digest. By incorporating charts, icons, and visuals, we brought the event’s story to life, showcasing its impact and key moments. The design ensured that the report was not only informative but also visually compelling, giving stakeholders a clear, concise snapshot of the event’s success.
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SOCIALS
LATINA EQUAL PAY DAY CAMPAIGN
In the final quarter of 2022, ALPFA launched its inaugural Latina Equal Pay Day campaign, aimed at raising awareness about the disproportionate impact the 2020 pandemic had on the Latina workforce and the ongoing pay disparity they face. Working alongside ALPFA’s Marketing Manager, Zuhaly Ramon, we developed a 6-week campaign that ran from October 27 to December 8, 2022. The campaign featured a series of five events across the U.S. and was designed to ignite conversations and drive change.
To ensure consistency across all chapters, a comprehensive toolkit was created for participating chapters that has been updated year-over-year. This resource provided guidelines, assets, and messaging to maintain uniformity across social media platforms and events. The campaign launched on ALPFA’s Instagram and concluded with impactful observances on Latina Equal Pay Day. By aligning the chapters’ efforts, we amplified the message and helped spark nationwide awareness around the critical issue of pay equity for Latinas.
PROJECT NAME: Latina Equal Pay Day Campaign
CLIENT NAME: ALPFA Foundation, Inc.
PROJECT DATE: October – December 2022
PROJECT NAME: L.E.A.D. Program LinkedIn Ads
CLIENT NAME: ALPFA Foundation, Inc.
PROJECT DATE: March 2025
PROJECT NAME: CUNY Fellowship Program LinkedIn Ads
CLIENT NAME: ALPFA Foundation, Inc.
PROJECT DATE: February 2025
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MERCHANDISE
BRANDED MERCHANDISE
Within my scope of work at ALPFA, I was in charge of designing swag for the various events ALPFA holds throughout the year. This includes t-shirts, sweatshirts, hats, enamel pins, scarves and more!
PROJECT NAME: Various Branded Merchandise
CLIENT NAME: ALPFA Foundation, Inc.
PROJECT DATE: 2022–Present
enamel Pins
STICKERS
I have deep love for stickers — my laptop, suitcase & water bottles are covered in them! It started as something I was designing for fun during the pandemic to mail to loved ones to make them smile. It has since turned into a growing collection of stickers based off of funny or poignant quotes from friends and family.
PROJECT NAME: Stickers
CLIENT NAME: For Fun!
PROJECT DATE: 2022–Present
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ME ABOUT ME
HELLO THERE!
My name is Alex Larson. And I am a graphic designer. But, I am also an artist, a storyteller, a knitter, a seamstress, a SCUBA diver, a poet, and so much more.
I am as dynamic as my designs and that’s what I bring to every project I work on.
Eu sou Alex Larson. E sou designer gráfico. Mas também sou artista, contadora de histórias, tricoteira, costureira, mergulhadora SCUBA, poetisa e muito mais.
Sou tão dinâmico quanto meus desenhos e é isso que trago para cada projeto em que trabalho.
EDUCATION
Bachelor of Arts in International Relations & Bachelor of Arts in Anthropology University of Rochester
LANGUAGES
English, Native • Brazilian Portuguese, Proficient • French, Intermediate Dual Brazilian and U.S. Citizenship
ABOUT ME
PROFESSIONAL
EXPERIENCE
SENIOR DESIGNER
ALPFA Foundation, Inc.
March 2022 – Present
• Spearhead the visual design and execution of ALPFA’s annual Convention, engaging 6,000+ attendees, including website design, signage, program screens, and branded giveaways.
• Lead creative direction for national events, collaborating with external vendors and contractors to bring ideas to life across diverse event types, including multi-day conferences and expos.
• Oversee brand identity for ALPFA National, ensuring consistency and visual appeal across all branded materials.
• Manage and cultivate vendor relationships across multiple departments, including merchandise production, AV, and trade show set design.
• Develop and launch impactful brand identities for high-profile programs such as Most Powerful Latinas, incorporating merchandise design, event planning, and award branding.
• Collaborate with the marketing team on national campaigns like Latina Equal Pay Day and Hispanic & Latino Heritage Month, enhancing engagement and visibility.
• Design and produce promotional items for ALPFA National, including apparel, event swag, and limited-edition enamel pins.
• Co-hosted a Personal Branding Workshop series, engaging 2,000+ viewers on social media platforms (LinkedIn, Instagram, YouTube, and Facebook).
GRAPHIC DESIGNER
Freelance
July 2015 – Present
• Specialize in creating full suites of branded materials for small businesses and individuals, including logos, business cards, social media assets, and packaging design.
• Collaborated with clients to develop a language learning workbook, incorporating custom illustrations and educational content.
GRAPHIC DESIGNER
Lockton Companies
May 2016 – March 2022
• Delivered high-impact design solutions for Lockton clients, creating a variety of materials such as RFPs, employee communications, PowerPoint presentations, and event collateral.
• Successfully managed a high-volume workload of 50+ clients and 20+ projects per week, ensuring all deadlines were met with precision and creativity.
• Collaborated with cross-functional teams and external vendors to develop robust marketing solutions, including voice recording and video presentations.
• Ensured brand consistency for both Lockton’s corporate identity and individual client projects.
SKILLS & TOOLS
SOFTWARE: Adobe Creative Cloud (InDesign, Illustrator, Photoshop, XD), Canva, Prezi, Google Suite, Microsoft Office, CaptCut, Figma, Quickbooks
EVENT & MARKETING PLATFORMS: CVENT, Active Campaign, SplashThat, ConstantContact
WEB & DIGITAL DESIGN: HTML, WordPress
PROJECT MANAGEMENT: Trello, Asana, Monday.com