Author Description

Art precisely imitates life in Luis Fitch s new bilingual book, Hecho in Minnesota: Posters Designed by UNO Branding. This colorfully elegant poster collection documents the recent Twin Cities decade-long movement toward a cross-cultural landscape. Speaking to both Hispanics and Anglos, the works reflect a new American fabric: a fusion of traditional and modern Hispanic culture in the Midwest. Hecho in Minnesota is a tribute to the state s evolving Hispanic experience, illustrating a cultural journey from the early days to current-day. From an emerging local presence to a burgeoning force, Minnesota s Hispanic population has grown by 75% since 2010, The result: a rich new culture to share with fellow Minneapolitans art, food, celebrations, traditions, values. Therefore, much of the poster work centers around cultural institutions celebrated at the Mercado Central Minneapolis Hispanic merchant collective and cultural nucleus. It is a story told through artistry, often with a tinge of wry humor. As a medium, posters resonate deeply and historically with Hispanics. As an art form, they connect the old with the new and Minnesotans with Hispanics. From the quietly nostalgic to the overtly commercial, Mr. Fitch s posters make a definitive statement about the contemporary Minnesotan Hispanic lifestyle. The cultural significance and familiarity of this medium make it an ideal communication vehicle for local companies wishing to reach the Hispanic community and Mr. Fitch is the ideal poster-maker to craft such commercial messages. As a Mexico native, Hispanic fine art/visual design expert, and prominent Hispanic community supporter, he is frequently commissioned for poster work by local companies and non profit organizations like Target Stores, Aurora Charter Elementary, Minneapolis Institute of Art and Mercado Central. Several of those posters are showcased in the book. While the book s appeal is universal, the story is uniquely Minnesotan a nod to a blending community. In