Creative Direction
Researching the museum's mission, audience, and history to find a visual direction rooted in truth. Establishing the museum’s values – acting as pillars the entire system would work to uphold.
Discovery.
Connection.
Working through letterforms and abstracted symbols by hand. Testing how far a mark could be reduced while still carrying weight.
Translating the geometry of a tank tread into a single, repeatable form. Reduced until the tread became a mark, and the mark became a letter.
Tread and letterform defined by one shape.
A minimalist read of the tank tread outside the museum's entrance – the same form doubling as an M for Museo, and multiplying into the shape of the Cuban flag. One mark, three references.
Drawn from the Cuban flag, saturated and direct – red for resistance, blue for depth, olive for history, ivory for exploration.
Explored how sans and serif type work in parallel – between the weight of history and the push toward dialogue. Grotesque for its momentum, serif for its authority.
Tight kerning ties in a sense of intensity.
Variation 1
Variation 2
Extending the identity across signage, merchandise, campaign banners, and digital touchpoints. Proof that the system holds up in the real, physical spaces of Havana.