In the Spotlight: The Visionaries Behind Captiva Branding

The LEN Selection Committee has recognized Pamela Nieto and Maritza Lizama, co-founders of Captiva Branding, as the next Executive Spotlight for their leadership, innovation, and impact as Latina executives transforming how brands connect with people and purpose.

Through strategy, storytelling, and design, they’ve built an agile, purpose-driven agency that helps organizations look and sound as good as their impact. Supported by cross-industry expertise and a network of 40+ specialists, they bring diverse insights and best practices to every project.

For Pamela and Maritza, building brands with purpose goes far beyond beautiful logos or campaigns. “Real branding starts with uncovering an organization’s why — its North Star — and turning it into a story people can feel and believe in,” they share. Their people-first and transparent approach, grounded in cultural awareness and deep understanding of the DMV market, has earned the trust of businesses, nonprofits, and government partners alike.

Read the full interview to see how Pam & Mari are redefining authenticity, strategy, and Latino leadership — and proving that when purpose leads, the profits follow.