This project is a rebrand of the National Museum of Puerto Rican Arts and Culture located in Chicago. This museum is located in Chicago in the historic landmark Humboldt Park. The museum aims to showcase past and contemporary Puerto Rican art, recently addressing social and environmental issues and their effect on Puerto Rico.This new identity for the museum includes designing and implementing a new logo, color palette, and typography, as well as a redesigned website interface, printed brochure, and set of billboards advertising the museum and its exhibits. The NMPRAC is known as the primary institute for celebrating Puerto Rican artists from both the island and mainland and was founded in 2000 by members of Chicago’s Puerto Rican community. 

Keeping Community in mind as well as school visitors the primary target demographic  is ages 15 to 40 and the secondary target audience would be 10 to 15 and 40 to 60. Those target  demographics were chosen based off of visitors from schools in the surrounding areas, community members and people who are interested in art. The main psychographics target audience are community members who are interested in learning about their own heritage and history to see how it is applied in a contemporary setting. These members would be inspired by the artwork and feel connected to it if it is part of their own history. Other people who are interested in learning more about cultures different from theirs to broaden and expand their perspectives.  

The redesigned logo and color palette honor Puerto Rico in a contemporary way, consistent with the NMPRAC’s new identity. The circular logo features the national symbol of the coqui frog, which is complemented by a bright color palette that represents Puerto Rico’s vibrant culture. The red, white and blue, and taken from the existing Puerto Rican flag, and the yellow - orange was a color pulled as a common theme from many of the artworks representing warmth and hope for the future. The typography used both in the logo and the rest of the NMPRAC’s branding is minimalistic and contemporary. Two highly legible sans serif fonts are used in order to reflect the new, more modern identity of the museum while not distracting from the unique exhibitions.

Two of the billboard designs highlight specific exhibitions, while the other promotes the museum as a whole. The designs are intentionally minimalistic so that they can be easily modified for upcoming exhibits while still being visually impactful. By prioritizing the featured exhibitions, the hope is to attract viewers to visit the NMPRAC and learn more. Some of the items the NMPRAC gift shop has to offer include a hoodie, a sketchbook, and two canvas tote bags. The designs feature the logo and colors of the museum, but are intentionally understated to promote the NMPRAC in a subtle way. The website utilizes images of the artwork that has made its home in the NMPRAC while prioritizing the information that is necessary for users and potential visitors. The elements used throughout the website follow the brands color guide while using fun shapes to create interest as well as hierarchy. Because there is a lot of information for visitors and users the goal for the websites information pages  was to create a design that was simple and effective but still embodied Puerto Rican culture.The brochure showcases the museum’s art as well as adhering to accessibility standards. The general design is in a checkered form to match the other brand assets. It is an accordion format in order to be compact when the user picks it up, and open up to reveal more information. On the back of the brochure, there is a labeled map showing the exhibitions. The layout tiles overlap with the folds, creating a more dynamic layout with movement. The handmade pieces are carvings and prints from an oriental block pad. They are indigenous symbols (Taino). The coqui frog is an essential symbol that is recognizable to most people. The sun represents strength, longevity, and health. The turtle is seen as the origin of life. This handmade piece would be part of an exhibit where viewers could pick up the different prints and interact with them to engage with the culture.