PRESS RELEASE  April.12. 2012
   For Immediate Release 
   Contact: Amy Palmer
New book celebrates the tremendous Latino population
growth in Minnesota through Posters Designed by UNO.
Buy Now

Art precisely imitates life in Luis Fitch's new book, "Hecho in Minnesota: Posters Designed by UNO." This colorfully elegant poster collection documents the recent Twin Cities' movement toward a cross-cultural landscape within the last decade. Speaking to both Latinos and Anglos, the works reflect a new American fabric: a fusion of traditional and modern Latino culture in the Midwest. "Hecho in Minnesota" is a tribute to the state's evolving Latino experience, illustrating a cultural journey from early on, to present-day.


From an emerging local presence to a burgeoning force, Minnesota's Latino population has grown by 75% since 2010, the result: a rich new culture to share with fellow Minneapolitans including art, food, celebrations, traditions and values. Much of the poster work centers on cultural institutions celebrated at the Mercado Central--Minneapolis' Latino merchant collective and cultural nucleus. The posters tell a story through artistry, often with a tinge of wry humor.  


As a medium, posters resonate deeply and historically with Latinos. As an art form, they connect the old with the new and Minnesotans with LatinosFrom the quietly nostalgic to the overtly commercial, Mr. Fitch's posters make a definitive statement about the contemporary Minnesotan Latino lifestyle. The cultural significance and familiarity with this medium make it an ideal communication vehicle for local companies wishing to reach the Latino community - and Mr. Fitch is the ideal poster-maker to craft such commercial messages. As a Mexico native, Hispanic Latino fine art/visual design expert, and prominent Latino community supporter.


A forward is written by Ana Luisa Fajer, the Mexican Consul in Minnesota, and acts as a testament to the book's significance. It also includes Latino proverbs that accompany each poster design to give the reader a deeper understanding of the poster's cultural, historical and political relevance. These sayings are written in both English and Spanish.


While the book's appeal is universal, the story is uniquely Minnesotan-an acknowledgement to a blending community. In an age when nearly everything is "Made in China," Mr. Fitch made a concerted effort to launch a book that is "locally grown" -"Hecho in Minnesota." It was authored, assembled, and printed in Minnesota, making it a collaborative work of the local populace and merchants. It is also distributed locally at Minnesotan museums stores.


Product Details

  • Hardcover: 96 pages, full color
  • Publisher: UNO Branding; 1500 edition (February 15, 2012)
  • Language: English, Spanish
  • ISBN-13: 978-0985037307
    • Product Dimensions: 12.2 x 10.2 x 0.5 inches
    • Individual Book Shipping Weight: 1.9 lbs
    • Box of 16 Books Shipping Weight: 31.0 lbs 
    • Hard copies available for Purchase at: PayPal for $24.99 

About The Author

Luis Fitch Founder and Creative Director of UNO. In 1999 Luis Fitch founded UNO as an independent company to be a new kind of cross cultural strategic and creative company partnering with clients and other agencies in all communications disciplines. Luis Fitch's career has spanned more than 32 years of branding with a unique focus on cross cultural strategy and design communications. At UNO, he is deeply engaged at every step of a project and has led award-winning branding efforts for top Fortune 500 companies. His no-nonsense approach and deep appreciation for the creative process and final product have helped him become one of the most sought-after Latino creative consultants. Fitch's work includes brand and corporate identity and design development for leading retail companies such as Target, Best Buy, Macy's and Nike. His understanding of how design and culture affects consumer attitudes has led to many ideas executed in design as well as advertising. He has guided the design component of significant integrated programs for Kimberly-Clark, PepsiCo, Sunny Delight, Very Fine Juices, Jostens, General Mills and MTV Latino. His prevalent work is profiled in international design and marketing publications around the world. His work has been awarded by the prestigious Peter Glen Special Award for Public Service, highly recognized by the Retail Advertising & Marketing Association and was featured in Graphic Design USA 500th Issue Special People to Watch.

For more information, high resolution images of the book or to request an interview, contact Carolina Ornelas at or call 612.874.1920 ext. 12, or view the company web site at

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