Las Vegas-based multiethnic stock-licensing company Blend Images has revamped its identity, Web site and marketing campaign. The design work was done by Spil Creative, a New York shop managed by Latin-American and Asian-American partners.
The objective was to reach a global community, according to Spil’s Damian Dominguez, who feels that “culture and diversity have become vehicles of inclusion and celebration.” Blend creative director Sarah Fix said the company wanted a bold new corporate look to convey commercial polish with an editorial edge.
The company’s newly launched ads have been developed to challenge stereotypes. Dominguez points out that there are no cliché images of sombrero-wearing Mexicans or Japanese businessman. Instead, the campaign depicts a world “where friends, regardless of color, are family, and women are strong.”
Blend currently offers over 130,000 royalty-free and rights-managed images, focusing on ethnically diverse business and lifestyles. In addition to its own e-commerce Web site, Blend distributes through some 100 agents globally.