Tuesday, February 23, 2010

Historical Museum of Southern Florida Website

The Historical Museum of Southern Florida went through a re-design of their identity system, branding and overall look. The new design had to be applied to all areas of the museum including the website.

  • The site was transformed from a very informative, copy heavy and inconsistent navigation menu and look to a more streamlined version.
  • Content was organized into more efficient categories and links.
  • Text was broken up to make it easier to read.
  • More images were added including collections, current exhibitions and online exhibitions.
  • Visitors are now able to become members, register for camps or events and communicate with the museum online as opposed to filling out a form and faxing. This process helped save time for those registering as well as museum staff members and greatly reduced the use of paper.
  • The site has become a useful reference and educational tool.
  • E-fliers, e-vites and newsletters containing current news and information from the website, were also sent out as part of this re-design effort.
  • The website provides visitor's with easy access to information which in turn led to an increase in visitors, members and students at camps. It also has eliminated the need to print and mail many marketing pieces allowing the museum to allocate those funds elsewhere.

Historical Museum of Southern Florida

"The Historical Museum of Southern Florida tells the stories of South Florida and the Caribbean. The museum promotes understanding of the past in order to inform the present and create a better quality of life."

The museum has always had a great variety of informative exhibitions, programs, lectures and events but the promotional pieces such as posters, invitations, etc were sometimes outdated looking and there was no cohesiveness between the pieces. Many people were not aware that the museum existed and those who did, sometimes perceived it as boring.

The objective was to give HMSF a "makeover" and create awareness among the community as well as tourists. The first step was to create branding guidelines that would be applied to all material produced by the museum. This meant educating each department on the correct placement of logos and new tag line, having a consistent voice and establishing how historic images would be used.


This process proved to be a challenge and decisions had to be made regarding keeping some of the old (such as the logo, colors and characters). The final decision was to maintain some of the old items and integrate them with more contemporary designs and layouts.

The posters (above and below) are examples of the implemented branding guidelines. The name of the museum always appears at the top over a solid bar. The HMSF logo always appears at the bottom and must be accompanied by the address and contact information in an established order.

The Florida Home Modern Living

The Florida Home Modern Living exhibition was represented by pieces like posters (above), a large self mailer showing illustrations and photographs from the exhibition and a postcard invitation. Each piece was carefully thought out and designed taking into consideration effectiveness of the piece while eliminating the need for envelopes and reducing printing and mailing costs.


Miami Beach America's Tropical Resort

This invitation to Miami Beach: America's Tropical Resort (below) has the same look and feel of the poster and all other marketing material pertaining to that exhibition. By being consistent in the pieces, constituents and visitors were easily able to identify the exhibition and the fact that it was the Historical Museum of Southern Florida who was organizing it as well as additional programming and events. Attendance increased greatly for this exhibition and it attracted a broad range of age groups as well.

Miami Beach: America's Tropical Playground advertisement with 2 for 1 admission.

Education Programs and Summer Camps

The Educational Programs featured designs from the Seminole Indian Tribes and popular objects displayed in the permanent exhibits such as the trolley.

The Summer Camp brochure is another example where an already existing character and font continued to be used but the rest of the layout and photos had a completely different look than before. The idea was to make a slow transition and improvement in the design since many educators and schools recognized the piece due to the old font and character. The brochure went from being a one color piece with the character on the cover as the only image to a four color brochure showing the actual children participating in the activities. This piece was successful in attracting more children to the HMSF camps.

Exhibition Catalogs and South Florida History magazine

Catalogs were created to accompany the exhibitions. These are on sale at the museum's gift shop and a great way of educating visitors and allowing them to take something that would remind them of the exhibition and the Historical Museum of Southern Florida.


Invitations to the museum's signature events were also updated and re-designed. This invitation consisted of an actual invitation, RSVP card and return envelope as well as a sponsor card. Some of the pieces used only one color to save on printing costs.

Many of the museum's pieces integrate wonderful historic photographs from the permanent collection with bright and bold colors that grab people's attention and give the museum a lighter and more fun feel as opposed to being dull and serious.


OfficeList specializes in finding executive office space for clients nationwide. When the annual Office Business Center Association conference came up, they felt it was a good time to re-design their business cards and be noticed.

Monday, February 22, 2010


The Wayúu are an indigenous community that lives in the Guajira, Colombia and parts of Venezuela. The community is known for the beautiful and intricately woven artifacts that they create as part of their culture and heritage. Each pattern and symbol that is woven on the "mochilas" (above), hammocks, etc have a meaning and represent items in their daily lives.

Wayúu, the company, was founded to help this community by selling their products and giving part of the proceeds to the women who are heads of households and who create these products. The company is focused on social responsibility and being able to provide a beautiful and unique piece to the consumer while giving back to the indigenous families in need.


The logo created for Wayúu is based on the woven patterns on the bottom of the "mochilas"(above). Most people may tend to overlook this part of the bag but many times it is the most intricate and most beautiful work.

Wayúu business cards. The back of the card repeats the logo and pattern found on the bottom of the "mochilas".

Back and front of the hang tags that are tied to each product. The back lets the buyer know (in English and Spanish) that their purchase is contributing to the 350 women that wove the particular product to support their families.

e-postcard sent out during the holidays. It was mainly targeted to companies interested in giving gifts to their clients and employees while being socially responsible. Most of the marketing material, aside from the business card and hang tags, are all digital and internet based in order to avoid waste and printing. The few items that are printed are done so on recycled paper.

Wayúu website. Content for the site is currently being produced. This includes an online catalog that will appear directly on the homepage. The design above was a quick solution in order to have a presence during the Christmas and Holiday season.


Soho is a men's magazine that was interested in re-designing their website to make it more consistent with the magazine and add new features. The proposal above is easier to navigate and is organized so that many of the features from the magazine can be directly accessed through the homepage rather than having to click through many pages. It also reflects the look of the magazine and has integrated many of the interactive links easily.

American Express Corporate Services

American Express Corporate Services CD contains training material and videos. It was created following AMEX's branding guidelines.

Happy Bees Kindergarten

Happy Bees Kindergarden is a kindergarten that recently opened in La Calera, Colombia. The school needed an identity which was applied to business cards, letterhead, signage, a website and rack cards. The kinder has expanded from 5 children to 18 in a short time.

Happy Bees Kindergarden business card.


Happy Bees Kindergarden website.


Happy Bees Kindergarden flier and rack card.

Note: A mistake was made at the time of registering Happy Bees as a business and it was registered as Happy Bees Kindergarden therefore all material had to be created with that spelling. The kindergarten is in the process of changing the name to Happy Bees Kindergarten.

Maxim en Español

Maxim en Español was created for the U.S. Hispanic market and Central and South American audiences, specifically men. The covers (above) usually feature a Hispanic celebrity or model.

Maxim en Español table of contents.


MasterCard Corporate Payment Solutions

"MasterCard Corporate Payment Solutions is a global leader in streamlined, end-to-end payment solutions for corporations, mid-sized companies, small businesses and the public sector."

A series of manuals (above and below) designed to explain the implementation process of the MasterCard Corporate Corporate Program. The books were created in English, Spanish and Portuguese.


MasterCard Corporate Payment Solutions cover flattened. Each manual has a painted line wrapping around the cover.


The three manuals were unified by the same painted line that wraps around each cover becoming one solid line on the spines of the manuals.

MasterCard Copa Toyota Libertadores


The Copa Libertadores de América is a South American football (soccer) competition that takes place each year. For many years Toyota sponsored this tournament which is why it was previously called Copa Toyota Libertadores de América. MasterCard has also been a sponsor for many years and was the official form of payment at the event.


MasterCard Debit Card


MasterCard has a variety of debit cards, each one targeted to a different type of consumer. It was important to MasterCard to explain the differences in these cards and establish a set of guidelines on how these cards should be marketed. A manual was created for banking entities showing clear samples of branding and placement to be applied to any marketing materials created by these entities.