cultura es poder
CULTURE IS LIFEPROJECT FOCUS
Artist Collaboration | Live Cultural Activation | Video Storytelling | Experiential Design
THE PROJECTthe story of four artists in four cities influencing irl events and digital spaces across JCPenney’s channels for Latin Heritage Month.
SERVICES
Cultura es Poder brought together JCPenney, Fohr, and UXD to celebrate Latin Heritage Month through a live artist activation. We paired cultural storytelling with video and symbol-rich painting to create an authentic, immersive brand moment that lived both in-person and online.
STRATEGY
ARTIST SOURCING
PROJECT MANAGEMENT
CROSS-NATIONAL COORDINATION
ON-SITE INSTALLATION
EVENT PRODUCTION
EVENT COORDINATION
02 / THE TOURMEET THE ARTISTS
Artist 01Liz
Umanzor
ABOUT THE ARTISTElizabeth Umanzor is a Salvadoran-American artist based in Houston, Texas, whose work is deeply inspired by her travels and love for nature. She creates vibrant pieces featuring portraits, animals, and plants, aiming to highlight the beauty in everyday life. Through her art, Umanzor seeks to foster a greater appreciation for the natural world and beautify public spaces.
PROJECT LOCATIONMcAllen, TX
CULTURAL ORIGINEl Salvador
ARTWORK TITLEMís Raíces
BASED INHouston, TX
FROM THE ARTIST“This painting captures an emotional embrace between my grandmother and mother, their silhouettes merging with a Salvadoran landscape, symbolizing the deep ties we as Latinos have to our homelands. Surrounding them are cultural motifs like the ‘Izote’ flowers, coffee, and the ‘Torogoz’ bird, representing heritage, migration, and transformation. It reflects my nostalgia and pride, celebrating my Salvadoran identity while resonating with others from across Latin America.”
AFTER THE TOURLiz Umanzor selected Houston-based nonprofit, Central American Collective, to receive Mís Raíces. The organization is a binational and bicultural initiative is dedicated to fostering Central American cultural capital and empowering younger generations through the transformative power of art, culture, and community.
02 / THE TOURMEET THE ARTISTS
Artist 02JACQUELINE VALENZUELA
ABOUT THE ARTISTJacqueline Valenzuela is an interdisciplinary artist from East Los Angeles whose work centers on personal experiences and the storytelling of women in the Chicano lowrider community. She has exhibited nationally, participated in several artist residencies, and will have her debut solo museum exhibition at the Bakersfield Museum of Art in Fall 2024. Valenzuela is also dedicated to community outreach, leading lowrider-inspired workshops and serving as a mentor and curator for historically underprivileged communities.
PROJECT LOCATIONLos Angeles, CA
CULTURAL ORIGINMexico
ARTWORK TITLEJuntos
AFTER THE TOURJacqueline selected Stay Gallery to receive Juntos. Together they raised $2,000 to fund youth arts education.
FROM THE ARTIST“This painting combines lowrider painting techniques with traditional oil painting to depict a personal moment between myself and my fiancé, referencing Michelangelo’s “Creation of Adam.” The piece reimagines this iconic gesture through the lens of lowrider culture, where we are reaching out to each other during a car build. Titled “Juntos,” it symbolizes the family, community, and collaboration central to the Hispanic/Latino community.”
02 / THE TOURMEET THE ARTISTS
Photo portrait: Eric T. White, Artworks: Lady Pink
Artist 03Lady Pink
ABOUT THE ARTISTLady Pink, born in Ecuador and raised in NYC, pioneered female graffiti artistry from 1979-1985. Her subway train paintings and role in "Wild Style" (1982) cemented her status in hip-hop culture. Exhibiting in galleries while still in high school, she gained recognition in the fine arts world. Her works are now in prestigious collections worldwide. Lady Pink continues painting and shares her 42 years of experience through mural workshops and lectures, inspiring new generations of artists.
PROJECT LOCATIONQueens, NY
CULTURAL ORIGINEcuador
ARTWORK TITLEJuntos
FROM THE ARTIST“this piece symbolizes the local community in Queens, New York through its diversity and background of the Latin people - a melting pot of cultures, dialects, memories, and more!”
AFTER THE TOURLady Pink selected Casita Maria — a Bronx based organization that enriches and elevates youth, families, and communities through arts, culture, and education.
02 / THE TOURMEET THE ARTISTS
Artist 04Golden305
ABOUT THE ARTISTGolden305, born in Venezuela and now based in Florida, is a renowned street artist with over three decades of experience in graffiti and mural creation.
His vibrant, bold style has graced iconic venues across the United States, from Wynwood Walls to Formula 1 Miami, inspiring viewers to embrace creativity and find beauty in their surroundings.
PROJECT LOCATIONMiami, FL
CULTURAL ORIGINVenezuela
ARTWORK TITLEBiodiverse Hispanic Fiesta
AFTER THE TOURGolden selected The Raw Project to receive Biodiverse Hispanic Fiesta. The org is a Miami based organization that brings the world's top mural artists to schools in need to paint professional murals inspired by the students, school and community.
FROM THE ARTIST“With this piece, I celebrate Hispanic and Latino culture through Latin America's diverse wildlife. The scene depicts a lively BBQ, featuring whimsical animals like a capybara in an Andean chullo hat, a jaguar with a rubber duckie floatie, and a maraca-shaking sloth. These playful elements symbolize the warmth, hospitality, and festive spirit of Hispanic communities. A Puerto Rican coqui frog with a boombox represents the importance of music in the culture. This colorful, whimsical composition honors Latin America's rich biodiversity while capturing the joy, rhythm, and family-centric nature of Hispanic heritage through my signature style.”
