JUAN CAMILO HERNANDEZ CANTOR ©️
Designing Proximity
INNOVATING COMMUNICATIONS STRATEGY FOR CULTURAL AND peace education IMPACT
Born in 2019 as part of the Colombian Truth Commission's nodes in Europe, Nodo Alemania was built to rebuild trust and the future of peace for Colombia beyond its borders — involving Colombian victims of the armed conflict, exiles, and the migrant diaspora who support this process in Germany.
This work was primarily rooted in institutional process, historical memory, and formal documentation. This original framework gave its communications rigour but also a report-like feel, which created a sense of distance within the community: essential and highly informative data for the diaspora, built from the Commission's reports, was read like reports on Instagram — feeling heavy to comprehend and engage with. The opportunity was to innovate how we could keep that institutional credibility while building community through transparency, multidisciplinary networking, and humanised content. This approach led us to innovate across digital spaces, amplifying our voice across digital platforms such as Instagram and internal community channels like newsletters, as well as physical exhibitions connecting Colombia and Germany in the art and academic spheres.
PROJECT INSIGHTS
The impact created so far since the start
How might we innovate the communication strategy and brand identity of Nodo Alemania to simply but effectively translate key peace-building information from the Truth Commission's reports - held within a tone too academic and bureaucratic, creating distance within the community - into an everyday narrative that's easy to understand and engage with, improving its digital presence and strengthening community cohesion around the diaspora and support network in Germany?
The catalyst of this opportunity
STRATEGY + ONGOING RESULTS
Dreams come true? Getting there actually, shape since January 2026 and is looking good so far, here some OKR
Since January 2026, we have been applying the new creative direction strategy. In simple terms: we are adding a roof to our dreams otherwise, objectives become too intangible and lack substance to success.
I established a future MVSE (Minimum Viable Strategy Execution) in order to foresee what type of impact we were aiming for, whether it was viable, and — more importantly , doable with the resources we had. As in many ngo’s collectives time and personal dedication are normal constrains that are difficult to navigate.
GROWTH OUR ONLINE COMMUNITY ORGANICALLY
Slow cooking needs time, but leaves the best flavour.
TRANSFORM AUDIENCE INTERACTIONS IN ENGAGEMENT
Build trust and transparency as key elements in the community building.
INCLUSIVE, SAFE AND CULTURAL RELEVANT PEACE BUIDLING INFORMATION
From the archives all is rigid and soulless, we keep the legitimacy of the information we delivered but from now in space that can be fully understandable and feels appealing cultural relevant with our cultural visual elements
Based on these metrics, I gave it structure by developing a tool that acts as our map to navigate the planning, ideation, and execution of the strategy, combining two methodologies from service design and future thinking.
The result: a new tool called the Social Marketing Canvas.
SOCIAL MARKETING CANVAS
IDENTITY
Where does the impact lives
GOLDEN CIRCLE
Value Preposition
Who are we?
What we do?
How we do it?
VISIONING
What future outcomes are we expecting?
x3 horizons tool
Backcasting
Market positioning
Our audience
TONE
Of our message / Reflections
THEMES
Visual identity mood boards
EDITORIAL
TONE
Apartamento magazine style or just pinterest boards
COMMUNICATIONS CHANNELS
PESO Methodology
PAID
Canva - Figma
EARNED
Publications & reports
SHARED
Instagram + Website
OWNED
Substack / website
PLANNING
Our road map to be best friends with time
CALENDAR OF EVENTS
Of our message / Reflections
TIME LINE OF EMOTIONS
Visual identity mood boards
WORKFLOW & RESPONSABILITIES
At NODO there are not hierarchies, but clear responsibilities
R
Responsibilities
A
Accountability
C
Consulted
I
Informed
BUDGETING AND RESOURCES
It is clear
FINANCE
+
HUMAN
RESOURCES
METRICS
Objetives & goals
OKR
/O/ Inspirational and qualitative
/ KR / Numerical and leads to a metric
KPI
SE˜NALES
Signals that indicates if its really working
Newly Designed Tool
This tool makes tracking the implementation of different initiatives across various areas of the marketing strategy feel less messy - it provides clear order, and mapping the impact allows for instant feedback.
The team stays aligned and on the same page at all times, as the information can be accessed whenever needed, measured, and sustained. For long-term executions ,campaigns, for example, if they're not aligned with the OKRs, the KPI indicators show what needs adjustment, and this can be fixed and iterated on as many times as needed. This tool is a living entity making it sustainable and scalable, a method that can evolve as the organisation grows, takes on further projects, or prioritises certain outcomes over others.
MOOD BOARD INSPIRATION
The inspiration comes from our cultural identity and the maximalism inherited in our DNA as “Latin-Americans”
To symbolise the disruption that migration inevitably creates within the diaspora, and how heavy it feels to understand dense bureaucracy information, we decided to pursue a
regenerative style
one focused also on ecological identity. Rainforest themes, vivid colours, native flora and fauna, as well as community archetypes, were considered and extended through an imperfect, hand-drawn style. Maximalism and hand-drawn textures echo how migration embodies itself in our bodies, never linear, but like a river, able to take many forms
EXTRACTED FROM PINTEREST AFTER COLLABORATIVE SESSIONS
/ - /
Based on the initial mood board, it was developed a set a new illustrations, figures and visual narrative that resembles the Latin American spirit in the diaspora but also show a close connection with our cultural and ecological visual narrative.
Some of these illustrations come from the CEV's catalogue, previously used in other visual materials before period 2026, and re-modified for this creative strategy.
COLOURS
TYPOGRAPHY
Nodo Alemania was previously using generic typography - for example fonts recommended by Canva. Despite this not being a bad approach considering were non design experts on the team before, it wasn't creating a cohesive visual language across different digital products.
I decided to prioritise bold typography, embracing irregularity and a non-serif style. This gives a tone that feels new and relevant to our main audience — young migrants aged 20-40 while still feeling familiar to our older generations, as it draws from the visual culture of Colombia and the simplicity of Global North design styles.
VISUAL ASSETS / SOCIAL MEDIA
SOCIAL MARKETING CANVAS
Like what you’re reading? Curious to know more about this or other projects?Let’s connect and explore future collaborations.
A virtual or in-person coffee could be the beginning.
EXPLORE +
→ TO PROJECTS
JUAN CAMILO HERNANDEZ CANTOR
SERVICE - PRODUCT - DESIGNER
All rights reserved 2026 ©️
JUAN CAMILO HERNANDEZ CANTOR ©️
Designing Proximity
INNOVATING COMMUNICATIONS STRATEGY FOR CULTURAL AND peace education IMPACT
Born in 2019 as part of the Colombian Truth Commission's nodes in Europe, Nodo Alemania was built to rebuild trust and the future of peace for Colombia beyond its borders — involving Colombian victims of the armed conflict, exiles, and the migrant diaspora who support this process in Germany.
This work was primarily rooted in institutional process, historical memory, and formal documentation. This original framework gave its communications rigour but also a report-like feel, which created a sense of distance within the community: essential and highly informative data for the diaspora, built from the Commission's reports, was read like reports on Instagram — feeling heavy to comprehend and engage with. The opportunity was to innovate how we could keep that institutional credibility while building community through transparency, multidisciplinary networking, and humanised content. This approach led us to innovate across digital spaces, amplifying our voice across digital platforms such as Instagram and internal community channels like newsletters, as well as physical exhibitions connecting Colombia and Germany in the art and academic spheres.
PROJECT INSIGHTS
The impact created so far since the start
TOP DEMOGRAPHICS
across the Atlantic ocean
49 %
Germany
35 %
Colombia
NET SOCIALS GROWTH
across social media (instagram)
+ 16
Key followers x month
We have established new creative and strategic relationships across organisations in Berlin.
EXPOSURE
Between Germany / Colombia
+2 projects
Commissions overseas
Following a strong response between May and July, we secured a grant to run a project in Bogotá (Col) from September to October 2026, introducing peace education and social advocacy to first-generation children in public schools.
HAPPINESS
An often hidden purpose
❤️%
LA FELICIDAD ES INVALUABLE
Another key insight was happiness: the team feels their impact is now more visible and easier to communicate, while participants are glad to see us return — sensing that our work feels stronger and closer to our core purpose as an organisation.
% OF ENGAGEMENT
across social media (instagram)
2.000 K
49 %Average
increase since implementation of strategy period Jan - Aug 2026
GROWTH
Slow cooking, steady and organic
+1.2 %
Growth rate
This equals 1,498 followers on Instagram, along with increased interactions - compared to 0% growth before the implementation of the campaign.
THE TEAM
+6 interdisciplinary humans
Coordination
Ana Maria (Social worker expert)
Rosmery ( Actress and educator
Andrea ( Anthropologist )
Project
Management
Julian ( Public Policy analyst)
Diomar ( Migrant Psychologist)
Daniela ( Peace building expert)
MY ROLE
Marketing & Creative Communications Strategy Lead
I am currently leading the implementation of this innovation marketing strategy framed in 3 areas:
AREAS OF CHANGE
Where does the impact lives
Inclusive Design
Implementing transparency data & informing peace building reports
Cultural innovation
Not all innovation comes from tech bubbles, also is encrypted in our identity
Design for governance
Crafting sustainable futures for the Colombian migrant community in Germany
How might we innovate the communication strategy and brand identity of Nodo Alemania to simply but effectively translate key peace-building information from the Truth Commission's reports - held within a tone too academic and bureaucratic, creating distance within the community - into an everyday narrative that's easy to understand and engage with, improving its digital presence and strengthening community cohesion around the diaspora and support network in Germany?
The catalyst of this opportunity
STRATEGY + ONGOING RESULTS
Dreams come true? Getting there actually, shape since January 2026 and is looking good so far, here some OKR
Since January 2026, we have been applying the new creative direction strategy. In simple terms: we are adding a roof to our dreams otherwise, objectives become too intangible and lack substance to success.
I established a future MVSE (Minimum Viable Strategy Execution) in order to foresee what type of impact we were aiming for, whether it was viable, and — more importantly , doable with the resources we had. As in many ngo’s collectives time and personal dedication are normal constrains that are difficult to navigate.
GROWTH OUR ONLINE COMMUNITY ORGANICALLY
Slow cooking needs time, but leaves the best flavour.
TRANSFORM AUDIENCE INTERACTIONS IN ENGAGEMENT
Build trust and transparency as key elements in the community building.
INCLUSIVE, SAFE AND CULTURAL RELEVANT PEACE BUIDLING INFORMATION
From the archives all is rigid and soulless, we keep the legitimacy of the information we delivered but from now in space that can be fully understandable and feels appealing cultural relevant with our cultural visual elements
Based on these metrics, I gave it structure by developing a tool that acts as our map to navigate the planning, ideation, and execution of the strategy, combining two methodologies from service design and future thinking.
The result: a new tool called the Social Marketing Canvas.
SOCIAL MARKETING CANVAS
IDENTITY
Where does the impact lives
GOLDEN CIRCLE
Value Preposition
Who are we?
What we do?
How we do it?
VISIONING
What future outcomes are we expecting?
x3 horizons tool
Backcasting
Market positioning
Our audience
TONE
Of our message / Reflections
THEMES
Visual identity mood boards
EDITORIAL
TONE
Apartamento magazine style or just pinterest boards
COMMUNICATIONS CHANNELS
PESO Methodology
PAID
Canva - Figma
EARNED
Publications & reports
SHARED
Instagram + Website
OWNED
Substack / website
PLANNING
Our road map to be best friends with time
CALENDAR OF EVENTS
Of our message / Reflections
TIME LINE OF EMOTIONS
Visual identity mood boards
WORKFLOW & RESPONSABILITIES
At NODO there are not hierarchies, but clear responsibilities
R
Responsibilities
A
Accountability
C
Consulted
I
Informed
BUDGETING AND RESOURCES
It is clear
FINANCE
+
HUMAN
RESOURCES
METRICS
Objetives & goals
OKR
/O/ Inspirational and qualitative
/ KR / Numerical and leads to a metric
KPI
SE˜NALES
Signals that indicates if its really working
Newly Designed Tool
This tool makes tracking the implementation of different initiatives across various areas of the marketing strategy feel less messy - it provides clear order, and mapping the impact allows for instant feedback.
The team stays aligned and on the same page at all times, as the information can be accessed whenever needed, measured, and sustained. For long-term executions ,campaigns, for example, if they're not aligned with the OKRs, the KPI indicators show what needs adjustment, and this can be fixed and iterated on as many times as needed. This tool is a living entity making it sustainable and scalable, a method that can evolve as the organisation grows, takes on further projects, or prioritises certain outcomes over others.
MOOD BOARD INSPIRATION
The inspiration comes from our cultural identity and the maximalism inherited in our DNA as “Latin-Americans”
To symbolise the disruption that migration inevitably creates within the diaspora, and how heavy it feels to understand dense bureaucracy information, we decided to pursue a
regenerative style
one focused also on ecological identity. Rainforest themes, vivid colours, native flora and fauna, as well as community archetypes, were considered and extended through an imperfect, hand-drawn style. Maximalism and hand-drawn textures echo how migration embodies itself in our bodies, never linear, but like a river, able to take many forms
cultural identity
ecological identity
maximalism
EXTRACTED FROM PINTEREST AFTER COLLABORATIVE SESSIONS
/ - /
Based on the initial mood board, it was developed a set a new illustrations, figures and visual narrative that resembles the Latin American spirit in the diaspora but also show a close connection with our cultural and ecological visual narrative.
Some of these illustrations come from the CEV's catalogue, previously used in other visual materials before period 2026, and re-modified for this creative strategy.
COLOURS
TYPOGRAPHY
Nodo Alemania was previously using generic typography - for example fonts recommended by Canva. Despite this not being a bad approach considering were non design experts on the team before, it wasn't creating a cohesive visual language across different digital products.
I decided to prioritise bold typography, embracing irregularity and a non-serif style. This gives a tone that feels new and relevant to our main audience — young migrants aged 20-40 while still feeling familiar to our older generations, as it draws from the visual culture of Colombia and the simplicity of Global North design styles.
VISUAL ASSETS / SOCIAL MEDIA
SOCIAL MARKETING CANVAS
Like what you’re reading? Curious to know more about this or other projects?Let’s connect and explore future collaborations.
A virtual or in-person coffee could be the beginning.
EXPLORE +
→ TO PROJECTS
JUAN CAMILO HERNANDEZ CANTOR
SERVICE - PRODUCT - DESIGNER
All rights reserved 2026 ©️