About |
Modern Family Roots is a culture-forward creative platform that produces storytelling-driven experiences, public art projects, and community activations designed to uplift legacy, identity, and local pride. The platform was founded by Monica Chaves, whose career has been rooted in building purpose-driven brands and driving social impact at scale.
With decades of experience leading global marketing and social responsibility initiatives — including spearheading inclusive growth campaigns at Mastercard — Monica brings a strategic, mission-driven lens to every creative endeavor. Her work through Modern Family Roots is deeply informed by a belief that art, culture, and storytelling are powerful tools for community connection and transformation.
Modern Family Roots collaborates with artists, institutions, and cultural partners to bring narratives of resilience and heritage to the forefront. Recent work includes leading the communications and media rollout for the Nas 30th Anniversary “Illmatic” Mural in April 2024, and the Mobb Deep mural unveiling in Long Island City, Queens — both produced in partnership with Queens-born artist Eli Lazare Salomé-Díaz and supported by iconic local voices Extra Butter and Infamous.
Alongside public art, Monica’s commitment to community and youth development is foundational to the work. As a board member of New York Edge, one of New York City’s largest youth-serving organizations, she helps shape programming that empowers underserved students through creativity, education, and access.
Whether through murals, immersive storytelling, or grassroots partnerships, Modern Family Roots exists to bridge the past and present — using art as a catalyst to preserve culture, ignite pride, and inspire what’s next.