Collection Focus

Visual Identity System for MOCA North Miami’s

Permanent Collection Exhibitions
Executive Director: Chana Sheldon

 

Collection Focus is a series of rotating exhibitions dedicated to showcasing works from the Museum of Contemporary Art North Miami’s permanent collection. I was tasked with creating a lasting visual identity for the series—one that could quietly assert itself when installed on its own, yet harmonize elegantly when shown alongside other exhibitions in the gallery.

 

Working closely with MOCA’s Executive Director, I developed a refined black-and-white system that pulled from the museum’s core branding while setting a distinct tone of its own. The goal was clarity, flexibility, and longevity—a graphic treatment that could carry MOCA’s curatorial voice into future generations without ever feeling dated.

 

The logotype and accompanying collateral (wall text, title vinyls, printed guides) were built on minimalist typographic principles and modular grid logic. This allowed for subtle variation between installations while maintaining a cohesive look over time. The monochrome palette emphasized the artworks and let the curation lead, while the design delivered structure and polish.

 

Collection Focus stands as an example of quiet power in design—where timelessness, legibility, and thoughtful restraint become part of the museum’s long-term voice.