Vizcaya Museum & Gardens Study

Project Scope:

Visual Identity
Brand Strategy
Logo Design
Illustration

The Objective:

To re-imagine the brand identity for this iconic landmark. Balancing its Mediterranean heritage while infusing it with irreverent, tropical maximalism of present day Miami.

The Vibe:

Old World Luxury
Stately
Structured
Whimsical
Mediterranean Meets Subtropical

Featuring the aches that mark the entrance into the space.
Grounded by three steps in graduating order that call back to the coral rock steps throughout the property.
This element was added in graduating weights to invite the viewer to ‘step in’ to the design.
When the viewer crosses this threshold, they become immersed in the experience of the museum and gardens.
I added Art Deco flourishes into the design to honor history of the building.
In doing so, the letters in the word ‘Vizcaya’ wee subtly woven into the mark.
I studied the various spaces on the property and selected the colors that repeat throughout the gardens, grotto, orchidiarium and main building.
I enhanced these to evoke the feeling of being present in the space on a sun-drenched Miami morning.
To honor its heritage, I referenced the typeface seen in the stone entrance. I selected a similar but modern typeface that leans into the Art Deco vibe. I opened up the kearning, balancing the letters to give an unhurried and sophisticated feel.
I paired this with a tried-and-true modern sans serif to add a present day touch.