Audubon’s Birds of Florida Exhibit and Catalog Design

The Cici and Hyatt Brown Museum of Art at the Museum of Arts & Sciences (MOAS), Daytona Beach, FL

Completed with Veridian Design Group, LTD, led by Andi Counts with design illustrations from Mackenzie Allanson.

Challenge

The Cici and Hyatt Brown Museum of Art at MOAS needed a cohesive and inspiring brand identity for their landmark exhibit, Audubon’s Birds of Florida—a celebration of John James Audubon’s legendary artwork, Florida’s native bird species, and the spirit of exploration. The exhibit required a visual language that honored history while engaging modern audiences across gallery spaces, event promotions, and a companion publication.

Approach:

1. We immersed ourselves in Audubon’s history and the cultural importance of his Florida expeditions. Understanding the museum's mission to blend art, science, and storytelling was crucial in setting the tone for the project.

2. Audubon’s intricate illustrations and scientific precision were celebrated by creating a custom brand element: a hand-drawn flamingo in a single calligraphic stroke. This served as a contemporary yet respectful nod to his legacy, and unified the exhibit’s visual identity.

3. The design was informed by an extensive review of Audubon's original manuscripts, field notes, and artwork. We studied period materials and textures, ensuring that everything from the typography to the map graphics felt authentic yet accessible to today's visitors.

4. A vibrant yet historically rooted color palette (flamingo pinks, lush greens, aged parchment tans, and rich blues) was developed. The textures and overlays evoked the look of Audubon’s hand-aged documents, while modern typographic hierarchy made the material clear and engaging.

5. Beyond digital and wall graphics, we designed a premium exhibit catalog—a coffee table book that paired tactile, high-quality papers with compelling layouts. Special attention was paid to invitations, flyers, and advertising templates that extended the experience beyond the exhibit walls.

6. We designed a map displayed on an interactive touchscreen where guests could explore Audubon’s Florida expeditions, bird species, and migratory paths. By combining historical storytelling with modern interactive design, the exhibit drew in birding enthusiasts, history buffs, and new audiences alike.

Solution

We created a full brand identity system for the exhibit, including:

• A custom flamingo icon anchoring the visual language

• A flexible color palette and textural toolkit for signage, wall displays, and advertising

• A coffee-table style exhibit catalog, marrying rich content with beautiful design Templates for ads, flyers, and gala invitations

• An interactive map for museum guests to explore Audubon’s journeys and discoveries

The identity extended across both physical and digital platforms, ensuring a consistent and captivating visitor experience. Impact The Audubon’s Birds of Florida exhibit became a standout success, receiving an extended run due to its popularity and engagement levels. Visitors praised the cohesive branding, educational materials, and immersive atmosphere that celebrated both Audubon’s legacy and Florida’s natural beauty. By aligning historical authenticity with contemporary design sensibilities, the project demonstrated the power of thoughtful branding to elevate storytelling, attract new audiences, and honor cultural heritage.

At Veridian Design Group, we believe great branding should feel as meticulously curated as the exhibits themselves. We help museums and cultural institutions create unforgettable experiences that bridge past and present.