OLA TIERRA
During my time at REI, I was deeply inspired by the local groups they partnered with, such as Outdoor Afro, which engaged specific communities and brought them together with meaningful support. Witnessing the power of these connections motivated me to create something for my own community, the Latinx community.
I founded Ola Tierra with the vision of building a brand that was not only ethical in its materials but also conscious of the world. Ola Tierra sought to make the outdoors more accessible to the Latinx community while educating individuals on becoming stewards of the earth at both local and global levels.
The initiative focused on partnering with organizations led by Latinx leaders who were committed to environmental work—protecting waterways, safeguarding jungles and forests, and creating spaces for activities like surfing and hiking. At its heart, Ola Tierra was about bringing people together through the rich culture carried in our blood and honoring our innate connection to Pacha Mama, las olas, y la tierra—the Earth, the waves, and the land.
Riding Waves, Honoring Roots.
Ola Tierra was inspired by a deep connection to Latinx heritage and the rich, diverse landscapes we call home. The name, meaning “Wave Earth,” reflects the harmonious rhythm between water and land, embodying the resilience of our communities and celebrating humanity’s connection to nature. It also plays on the Spanish word hola, as if greeting the Earth with a warm hello.
Guided by ancestral traditions and generational stories, Ola Tierra grew into a movement for environmental stewardship. Through collaborative beach and park cleanups, the project honored the cultural and ecological significance of these spaces while fostering collective care and responsibility.
Ola Tierra was more than an initiative; it was a call to action, a wave of positive change, and a reminder that preserving the planet honors both our ancestors and future generations.
Merging Design and Environmental Impact
Drawing from my design background and a deep care for the environment, I created meaningful ways to support nonprofit causes. One example was designing merchandise that not only resonated with the mission but also allowed people to contribute directly through their purchases.
For Ola Tierra, I developed products where 100% of the proceeds supported initiatives focused on the preservation of cenotes in Mexico—natural sinkholes that are vital to the region’s ecosystem and cultural heritage. These funds enabled education programs for local communities, emphasizing the importance of protecting and maintaining these precious resources.
I poured my entire skill set into these causes every way that I could because I genuinely care about the Earth and its preservation. Believing deeply in the importance of protecting our planet, I did my best to create impactful, purpose-driven solutions that stayed true to my values. Even without monetary gain, I found so much fulfillment in using my talents to inspire change and help nurture the world we all share.
Inspired by Mother Earth
My approach to the brand design was rooted in the belief that nature itself tells the most compelling stories. I aimed to use moments in nature—fleeting yet profound—as a way to captivate and connect with people on an emotional level. Whether it was the ripples of water in a cenote, the texture of the earth, or the golden light of a sunset, these elements became the foundation for the visual identity. The goal was to create a brand that felt alive, reflective of the natural world’s beauty and power, while inspiring a sense of wonder and responsibility in those who engaged with it. Every design decision was intentional, blending cultural richness with the raw authenticity of nature to draw people closer to the cause.
