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 â€œPOP 8 Â½: La Dolce Vita,â€? the museumâ€™s 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 eveningâ€™s proceeds will benefit MOCAâ€™s Permanent Collection Acquisition Fund.
Zoa Martinez, ZONA Design President/Creative Director/Designer, herself a celebrated pop artist, explained her design concept. â€œFor 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 â€˜8,â€™ redesigned a la ZONA. We branded the museumâ€™s faÃ§ade with ZONAâ€™s â€˜POP 8 Â½: La Dolce Vitaâ€™ 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,â€? stated Martinez.
Lourdes Jofre-Collett, a MOCA Trustee and Co-Chair of â€œPOP 8Â½: La Dolce Vitaâ€? added, â€œZoa is a magician. Her visual concept and branding materials once again opened doors and provided entrÃ©e 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 ZONAâ€™s marketing materials made immediately apparent the size, the scope and the importance of our MOCA event. Zoaâ€™s 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.â€?
In addition, Zoa Martinez designed the faÃ§ade 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, â€œZoaâ€™s 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 Â½ logo and graphics painted on the outside of our building.â€?
In addition to Creative Director/Designer Zoa Martinez, ZONAâ€™s 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 â€œPOP 8 Â½: La Dolce Vitaâ€? Lourdes Jofre-Collett, Co-Chair Susan Zarchen and Fundraising Manager Erin Malone.
Sponsors of â€œPOP 8Â½â€? 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.
About MOCA, North Miami:
The mission of the Museum of Contemporary Art, North Miami is to make contemporary art accessible to diverse audiences, especially under-served populations, by exploring the art of our time and its relationship to a broader cultural context. The museum is particularly interested in providing a forum for young and emerging artists and in presenting and collecting the works by local as well as internationally recognized artists. The Museum carries out this mission through exhibitions and acquiring works for its permanent collection as well as related symposia, publications, films, lectures, performances, and educational outreach activities, thereby providing a forum for dialogue about contemporary art in the community.
About ZONA Design:
ZONA Design, founded in 1999, is an award winning multi-disciplined design agency creating results driven work that is bold and direct for all points of contact with the consumer in the general, Hispanic, and youth markets. The companyâ€™s portfolio includes high profile projects for Disney/ESPN Networks, AOL Time Warner Networks, 5Boro Skateboards, Discovery Communications, Encore Media Group, Rainbow Media Holdings, Chrysler, Dodge, and the various A&E Networks.
ZONA Design, Inc. is headquartered in the Empire State Building, 350 Fifth Avenue, Suite 321, New York, NY 10118. For additional information, or to see a reel, contact VP/Executive Producer Dennis Fluet at email@example.com or by phone at 212.244.2900. Visit the ZONA Design web site at www.zonadesign.com. ZONA Design is a certified Minority Woman Business Enterprise from the NYNJ Council (NMSDC) and New York City. ZONA Design is also a 2004 and 2005 Hispanic Trends Magazine Top 100 Entrepreneur.
Creative Director: Zoa Martinez
Executive Producer: Dennis Fluet
Designers: Zoa Martinez, Mark Lee and Agnes Nowakowska
MOCA, North Miami:
Executive Director and Chief Curator: Bonnie Clearwater
Trustee and Co-Chair: Lourdes Jofre-Collett
Co-Chair: Susan Zarchen
Fundraising Manager: Erin Malone