Derek Edward Love

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Infraculture

Infraculture website home by Derek Edward Love

Infraculture spotlights miami’s creative side by bringing together the city’s top cultural institutions in one place.


Challenge

Miami’s rich cultural landscape is often overshadowed by the city’s party scene and beach culture. Miamians were having a hard time finding something creative to do in the city.

Solution

Make Miami’s creative side more accessible, cohere the city’s elite cultural institutions, and grow the creative community.

Results

Infraculture’s 24 member organizations represent a diverse range of Miami’s most respected cultural institutions. In 2014, Miami Magazine awarded Infraculture the best site for culture. Today, Infraculture disseminates programing that spans architecture, culinary arts, environmental, film, lectures, literary arts, performing arts, visual arts, and workshops.


Process

Crafting a name

Creating an identity

Shaping the experience

Bringing it to life

Extending the platform


Infraculture naming exploration by Derek Edward Love

Since we were creating the product from scratch, we had to come up with a name. After crafting over a hundred of them, taping them to the wall, scratching our heads, tearing most down, sleeping on it, looking again with fresh eyes, checking Google, and getting outside opinions, one name stuck: Infraculture.


Process

Crafting a name

Creating an identity

Shaping the experience

Bringing it to life

Extending the platform


Infraculture logo process by Derek Edward Love

The logo helps articulate Infraculture’s mission: to cohere the cultural landscape and elevate unseen local programming.


Infraculture visual identity materials by Derek Edward Love

The visual identity is black and white, structural, and emphasizes content. Color comes from event, organization, and user imagery.


Process

Crafting a name

Creating an identity

Shaping the experience

Bringing it to life

Extending the platform


Infraculture website information architecture by Derek Love

Sitemap — The website lets users filter content depending on their preferences.




Infraculture UX wireframes by Derek Edward Love

UX wireframes: featured page, event page, organization page.


Infraculture event metadata attributes by Derek Edward Love

Universal metadata attributes for events let users flow from one page to the next depending on their preferences.


Process

Crafting a name

Creating an identity

Shaping the experience

Bringing it to life

Extending the platform


Infraculture website by Derek Edward Love

Website.


Infraculture website by Derek Edward Love

Website.


Infraculture event thumbnail design by Derek Edward Love

Isoltated view of an event thumbnail, its components, and corresponding grid.


Infraculture event thumbnail grid detail by Derek Edward Love

Event thumbnail grid detail. Each square unit is equal to five pixels.


Infraculture website menu states by Derek Edward Love

Main menu states. Users filter content by featured events, category, organization, date, neighborhood, and custom search terms.


Infraculture custom CMS page design by Derek Edward Love

The custom CMS mirrors the reductionist sensibility of the public-facing pages. Member organizations can post a new event in under two minutes.


Process

Crafting a name

Creating an identity

Shaping the experience

Bringing it to life

Extending the platform


Infraculture newsletter cover design by Derek Edward Love

Infraculture’s newsletter disseminates timely updates directly to members’ inboxes. The newsletter features user- and member organization-submitted imagery. Over 150 newsletters have been delivered since October 2013.


Infraculture information card design by Derek Edward Love

Information card.


Infraculture information card seen at Creative Mornings Miami by Derek Edward Love

Information cards were placed around the city to help spread the word.


Infraculture publication cover design by Derek Edward Love

Limited edition publications feature works by Miamians.


Infraculture publication cover grid by Derek Edward Love

The publication’s grid is determined by the structure of Infraculture’s symbol.


Infraculture publication inside spread design by Derek Edward Love

Publication thumbnails.


Infraculture publication back cover by Derek Edward Love

Publication back cover.


Infraculture tattoo by Derek Edward Love

Tattoo, image courtesy of Gesi Schilling.


Takeaways

Building a company from scratch can be overwhelming, especially working with a tight budget, simultaneously assuming disparate roles, and collaborating with team members in different cities and sometimes different countries. Taking the initiative to solve a problem that helps improve the fundamental perceptions of a city, save people time, and strengthen community ties was well worth the effort.


Team


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Orion Jet Center


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