Joe Hernandez, Retail Marketing | AvizaGroup | The Advertising and Marketing Consultancy

Joe Hernandez, Retail Marketing

Joe Hernandez proves the old adage that if you work hard, you can succeed in America. His family moved here from Puerto Rico when he was 11. After he graduated from the Rhode Island School of Design he worked for eight years as an art director. At the age of 32, he started a graphic design business that became “Dorelle Communications.” During the next decade and a half, Joe amassed an impressive clientele that included Block Drugs, Imaginarium, Two Guys, Marty’s Shoes, Colgate-Palmolive and Modell’s.

Joe is an entrepreneur par excellence. He created an enterprise called “Latitude 18 degrees Norte,” which introduced an upscale style into the leading sportswear fashions with a Latin flavor. As the exclusive World Salsa Bacardi licensee, the company also designs and markets clothing for events in major U.S. cities and Europe. When Joe isn’t working, he’s a force on the Hispanic cultural scene. Closest to his heart is the “International Salsa Museum” in New York City, which he founded in 1998. The museum is a chronicle of the Salsa’s history and influence on various ethnic groups as well as a showcase of salsa memorabilia.

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