The evolution of an iconic brand

The Museum of Contemporary Art North Miami (MOCA NOMI) is known for presenting research-driven, thought-provoking exhibitions that feature under-explored art and artists from around the globe. The museum was looking to enhance its very established brand to align with it's strategic plans and reputation on the international art scene. The Museums team was also looking for more flexibility in showcasing its programming to its target audiences and local community.

MOK2 was selected to partner with the Museum on this important journey. Our work involved the strategic evolution of critical branding and positioning to adapt to a digital forward environment and the significant shifts underway in the larger Museum world. One of the most complex undertakings was the redesign of the logo and identity. A custom geometric logo design using its moniker “MOCA NOMI” was created to build on the equity of the nickname used by its patrons (Moca) and to provide the foundation for a dynamic design system that would support the brand’s use across various formats and sub-brands. The graphic nature of the logo’s lettering translates to patterns and graphic embellishments that appear throughout the brand materials while a versatile color palette gives the museum the range it requires for everything from brand communications to children’s and adult programming.

One of the most transformative developments was the new museum website experience that highlighted their artwork collection and ongoing events while providing more intuitive access to important information for museum visitors and supporters. Our work also involved the transformation of communication systems used to promote exhibitions, classes, community engagement, wayfinding, as well as the museum store and social media brand.

Every touchpoint was analyzed and carefully molded as a future facing brand that gives the Museum the positioning and adaptability needed to meet its strategic planning and goals.