By: Juanluis Montero, Manager, Graphic and Web Design

As a first-generation immigrant, I carry with me stories of sacrifice, resilience, and pride that have shaped every pixel, frame, and piece of branding I’ve helped build. This Latino Heritage Month, I am reflecting not only on where I come from, but also on the impact of where I’ve chosen to go: Latinos for Education.

For more than 25 years in the United States, I’ve worked in the spaces where culture, creativity, and community intersect; whether behind the scenes at community newspapers, designing spreads that uplifted local voices, or leading the creative direction for Latino events that brought our heritage to life. These experiences weren’t just professional milestones; they were personal missions. They taught me that storytelling isn’t a luxury for our comunidad, it’s a lifeline.

When I joined Latinos for Education as Manager of Web and Graphic Design, I wasn’t just seeking career advancement; I wanted to facilitate change. Latinos for Education isn’t just about leadership pipelines or policy; it’s about belonging. As an Afro-Latino who developed as a professional navigating two cultures, I’ve come to understand the power of visibility and representation.

In my role, I’ve had the honor of shaping how we show up to the world, whether online or offline, digital or print. From designing campaigns that elevate educators, and building digital experiences that feel like home, to creating branded materials that make our fellows and partners feel seen and valued, my work lives at the center of culture and purpose. I’ve always had a deep admiration for educators of color; not only for what they teach, but for the way they lead with love, cultural understanding, and unwavering commitment to their communities. 

This year, I took another powerful step in my leadership journey by participating in the Aspiring Latino Leaders Fellowship. Being part of this fellowship deepened my understanding of education, community-rooted leadership, and the systemic challenges our students and educators face. I gained more than skills; I gained perspective, confidence, and a powerful network of changemakers who push me to think bigger and lead con ganas. The fellowship reminded me that as a designer and communicator, I am not just creating content; I’m shaping narratives and challenging systems.

One of my proudest moments was seeing our Problem of Practice showcases come to life. I watched as fellows shared bold, community-driven solutions. To know my design work helped bring those stories forward is a responsibility I carry with orgullo – pride.

Latino Heritage Month is more than a celebration, it’s a time to reflect and recommit. It’s a time to honor the struggles and dreams of those who came before us, and to amplify the brilliance of those still fighting to be seen. For me, it’s about using my creative voice to make room for others; so the next generation doesn’t just feel included, but empowered.

In every click I make,  in every creative I design, in every story I help share; I see us. And I’m proud to be in a place where our stories are not just welcomed, they’re centered.

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Juanluis Montero is Manager of Graphic and Web Design at Latinos for Education, bringing 30 years of experience to our marketing and communications work. Before joining L4E, he served on the senior management team at El Mundo Boston, leading communications operations and cross-functional processes. In addition to design and brand strategy, Juanluis advises local companies on IT needs, including systems, data, security, and storage. A Dominican immigrant of Afro-Latino heritage, he holds a B.A. in Graphic Arts and Advertising from the Universidad Autónoma de Santo Domingo. He lives in Massachusetts with his wife, Mónica, and their four children, and is committed to expanding opportunity for Latino communities.