Lanyard and name badge for Alan Walker, Lead Researcher at the National Landing Research group, designed for Creative Cycle’s 2022 Focus Group event — showcasing custom branding and event collateral

National Museum of the American Latino - Branding

Client: Smithsonian Institution

Branding

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Stationery

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Social Media

Overview

When the Smithsonian authorized the National Museum of the American Latino (NMAL), the work was foundational. Before a building existed or exhibitions were curated, the institution needed a brand identity capable of representing the full scope of the Latino experience in the U.S. Our team led the brand strategy and visual identity development, moving from deep-dive research through to final delivery.

Team

Art Director

Carlos Murguia

Senior Designer

Edward Acaro

Senior Designer

Barbara Condemarín

Deliverables

Brandguide

Stationery

Challenge

The museum faced a unique pressure: it had to establish immediate credibility with Congress, donors, and Smithsonian leadership while simultaneously resonating with Latino communities nationwide. These two audiences have fundamentally different expectations. The brand had to be authoritative enough to fit within the Smithsonian’s institutional framework, yet authentic enough for a community seeing themselves reflected in a national museum for the first time. The goal was to bridge these perspectives without diluting either.

Challenge

Solution

We began with a structured research phase to ground the strategy in data and institutional context. Our process included:

Internal Alignment: Conducting interviews with the NMAL founding team and Smithsonian leadership to surface and resolve conflicting priorities.
Competitive Landscape Study: Analyzing peer institutions—including the National Museum of African American History and Culture and the National Museum of the American Indian—to understand how they established distinct identities within the larger Smithsonian architecture.
Audience Segmentation: Identifying the specific needs of stakeholders and community members to ensure the visual identity felt both professional and inclusive.

Solution

We began with a structured research phase to ground the strategy in data and institutional context. Our process included:

Internal Alignment: Conducting interviews with the NMAL founding team and Smithsonian leadership to surface and resolve conflicting priorities.
Competitive Landscape Study: Analyzing peer institutions—including the National Museum of African American History and Culture and the National Museum of the American Indian—to understand how they established distinct identities within the larger Smithsonian architecture.
Audience Segmentation: Identifying the specific needs of stakeholders and community members to ensure the visual identity felt both professional and inclusive.

Branded office stationery design for the National Landing Research on a bright purple background showcasing Creative Cycle’s print collateral and visual identity work for the organization.

Impact

The research helped articulate tensions the founding team felt intuitively but hadn’t yet put into words. This resulted in a brand framework that gave the museum a unified foundation. It provided the internal team with a clear direction for development and gave leadership a consistent, confident narrative to use during donor conversations. Ultimately, the framework allowed the Latino community to see their stories reflected in the institution's mission, turning them into advocates for the museum before it even opened its doors.

Impact

Final logotype of the Nactional Landing Research in silver displayed on a blue wall.

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FAQ

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What’s included in a monthly retainer?

Each retainer includes a set number of design or strategy requests per month, priority turnaround, and a dedicated point of contact. It’s built for teams who want ongoing support without starting from scratch every time.

How many requests can I make per month?

We typically handle up to two active requests at a time, with new ones queued as they’re completed. Most deliverables are turned around within 48–72 hours, depending on complexity.

Is a retainer better than a one-off project?

If you need ongoing design support, faster turnarounds, or regular iterations, a retainer is often more cost-effective and collaborative than starting fresh each time.

Who will I be working with?

You’ll work directly with senior designers and strategists. No middle layers, no fluff—just experienced people doing the work.

Do you work with international clients?

Yes. Most of our clients are remote. We’re fully set up to collaborate across time zones with clear communication and shared tools.

Let's talk

hello@creativecycle.io

2303 Cavendish Drive, Alexandria, VA 22308

Virginia

Make it happen

Let's talk

hello@creativecycle.io

2303 Cavendish Drive, Alexandria, VA 22308

Virginia

Make it happen

Let's talk

hello@creativecycle.io

2303 Cavendish Drive, Alexandria, VA 22308

Virginia

Make it happen