NEW YORK, NEW YORK.- For the Museum of Contemporary Art, North Miami (MOCA), ZONA Design, the New York-based, full service design agency, created the design, identity, event marketing, environmental graphics, print and signage for POP 8 ½: La Dolce Vita, the museums 5th annual fundraiser. The February 9th extravaganza, inspired by the genius of Italian Director Federico Fellini, will gather together 800 movers and shakers, patrons and the aficionados who make up the Miami art community. The evenings proceeds will benefit MOCAs Permanent Collection Acquisition Fund.
Zoa Martinez, ZONA Design President/Creative Director/Designer, herself a celebrated pop artist, explained her design concept. For the MOCA marketing campaign we wanted a surrealistic feel, a cinematic quality with a muted color palette. We chose black, white, mauve and brunt orange. To create an art piece based on Fellini and his art, we utilized images of Marcello Mastroianni, Anita Ekberg, a Borsalino hat, a film camera, and that fabulous 8, redesigned a la ZONA. We branded the museums façade with ZONAs POP 8 ½: La Dolce Vita graphics, establishing an identity that captured the essence of the event. Then we incorporated these environmental elements into all print collateral, marketing kits, web, signage and event marketing and design, stated Martinez.
Lourdes Jofre-Collett, a MOCA Trustee and Co-Chair of POP 8½: La Dolce Vita added, Zoa is a magician. Her visual concept and branding materials once again opened doors and provided entrée to sponsors who had previously eluded us. It is so much easier to approach a potential contributor or sponsor when the quality of your materials and the originality of your concept are so strong. The elegance of ZONAs marketing materials made immediately apparent the size, the scope and the importance of our MOCA event. Zoas art carries so much force that our patrons, who are purists, understood not only the commercial effectiveness of her materials but also appreciated them as art in and of themselves.
In addition, Zoa Martinez designed the façade of a separate pavilion, the La Dolce Vita Club, a VIP lounge for patrons who contribute in excess of $5000 to the event, and created a blueprint for the look and feel of that venue.
MOCA Executive Director and Chief Curator Bonnie Clearwater added, Zoas concept elevated the POP party to another level with its sophistication and original graphics. She captured the excitement of the event and conveyed it to our potential donors. The concept has been carried through on every aspect of this event from the save-the-date card, the invitation, and signage to the outside of the Museum. Right now everyone who drives past the Museum sees the distinctive POP 8 ½ logo and graphics painted on the outside of our building.
In addition to Creative Director/Designer Zoa Martinez, ZONAs team included Executive Producer Dennis Fluet, and Designers Mark Lee and Agnes Nowakowska.
ZONA Design utilized stock images of Marcello Mastroianni, his Borsalino and Anita Ekberg, all acquired through Corbis. Nupress (Miami, FL) printed the collateral materials.
Representing MOCA, North Miami were Executive Director and Chief Curator Bonnie Clearwater, Trustee and Co-Chair of POP 8 ½: La Dolce Vita Lourdes Jofre-Collett, Co-Chair Susan Zarchen and Fundraising Manager Erin Malone.
Sponsors of POP 8½ include Ana Laura Arellano, Diana and Louis Jaffe, Alan and Diane Lieberman, Sofia and Mike Segal, and The Catalina Hotel & Beach Club. The La Dolce Vita Club is sponsored by Smith Barney and Sonesta Hotels of Florida. Other sponsors include Friends of FAI, Italy-America Chamber of Commerce/Southeast, BICE Restaurant, Nikki Beach Coconut Grove, Grey Goose Vodka, Diageo and Peroni.