About Vías

We are Latino Marketing Consultants

Latino experts, multicultural approach

Vías Marketing is a full service advertising agency based in Grand Rapids, Michigan. Since 2013, the Vías team has been delivering cultural insights to our clients so they can build deep connections with diverse audiences. We help ensure multicultural communications are relevant by always being intentional as we develop content, design, advertising, and marketing.

Our clients are from diverse industries, such as:

Our Values

We value diversity, justify strategy with well documented processes, encourage feedback, and respect aesthetics that are divergent from our personal tastes.

Our Mission

As diverse communities continue to flourish in the U.S., Vías will continue to strive as innovative and responsive marketing professionals.

The Vías Team

Multicultural | Creators | Strategists

Founders Gonzalo and Jonathan collaborate with a diverse team of independent consultants and creators to serve Vías clients.

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    Gonzalo Ramirez


    Managing partner at Vías. Gonzalo leads operations, content development, & manages client accounts.

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    Jonathan Barrera-Mikulich

    Chief Creative Officer

    Co-founder and Vías’ Brain Trust. Jonathan leads strategy in brand development and creative direction.

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    Kaitlyn Califf

    Project Coordinator

    Kaitlyn juggles numerous projects in sales, business administration, marketing, event coordinating as well as creative design.

  • Carlos Estrada - Collaborator, Creative Director & Founder of carlosestrada.co - Vías Latino Marketing Consultants team

    Carlos Estrada

    Creative Director / Owner at carlosestrada.co

    Carlos collaborates as our Creative Director.  An information design consultant who serves clients like Herman Miller, and is a D+I task force member with AIGA National.

  • Erik Lauche - Collaborator & Creator Founder of Carbon Stories- Vías Latino Marketing Consultants team

    Erik Lauchie

    Creator – Founder at “Carbon Stories”

    Erik is our video and photography partner. Through his company, he brings his team to collaborate with us on our clients’ projects.

  • Tete Castillo - Conceptual Designer - Vías Latino Marketing Consultants team

    Teté Castillo

    Conceptual Designer / Owner “Teté Diseño Gráfico”

    Tete has been part of our team since 2015. She has been a Designer for over 20 years.

Vías Consultants

Content Development Team

Emily Hunsberger: linguist, writer, strategy

Alicia Duque: writer, media, journalist

Nias Vahdat: writer, content refinement

Jorge-Alberto Orozco: writer

Dimitrio Bayardo: writer

Past consultants:

Monica Smith: former partner, media strategy

Raul Alvarez: media relations, strategy

Max Kramer: bookkeeping

When we need a dedicated specialist, we often partner with these organizations.

Learn more about Vías and how we approach our work through our blog.

What does “Vías” mean?


preposition (Latin viā)

  1. Paths you follow elsewhere.

  2. Touch-points along your path.

  3. Available means of communication.

Our name comes from the Latin word “via”. Though it’s rarely used in English, it hasn’t changed much from the original “via” and it’s used in many Romantic languages.

Why plural?

For us, Vías represents the many paths one can take in developing culturally competent communications. We accept that in most cases there is never a single right answer. As people engage with each other, we evolve, and cultural shifts will happen.

Always Innovate

With ever changing cultural dynamics, “vías” reminds us to listen, learn, and constantly innovate.

Why the accent?

(Vías) Well, multicultural competence forms our core strategy, we are Latino specialists after all!


For more, check out our services.