Cuban American Youth Orchestra
A journey to Cuba and performing with young musicians inspired one Minnesota musician to change the musical landscape by unifying two countries through music.
A non-profit start-up, CAYO, was created to allow young musicians from two countries learn, play and grow together void of political, economic and social barriers.
Role
Web architecture and design for start-up non-profit organization operating in two countries that allowed for promoting, connecting, funding & sharing music education
UX/UI Design building low fidelity wireframes & hi-fidelity mockups with a design system guide for dev hand-off
Graphic Design for multichannel Marcom & social media campaigns, brand identity, annual report
Tools
Google Forms, Documents, Sheets & Slides for content strategies, Marcom materials and funding presentations
Adobe XD, Photoshop, Illustrator & Acrobat for design, branding, wire framing and mockups
What does it take to be a Start-Up Non-Profit in Two Countries?
After a trip with the Minnesota Orchestra to Cuba, a start-up non profit was imagined that would allow young music students to learn, play and grow together void of political, economic and social barriers. Through fundraisers, partnerships, art delegations, musical academies and public performances, the Cuban American Youth Orchestra (CAYO) was created to provide a new approach to playing, teaching, supporting and listening to music without borders.
Identify, Discover, Define & Develop
Design of the new brand and identity included a musical icon adorned with the vibrant colors of Havana and Miami with a modern, youthful vibe with accompanying seasonal assets.
Flexibility in the design system would be required. The brand identity must incorporate the needs of young musicians, educators, philanthropists, corporations, political influencers and academic partners.
Iconography throughout the multimedia storytelling would bridge audiences that were complex with multiple languages spoken between them. A simple, recognizable and modern musical approach would be key.
Continuity between the identity system, website, marketing materials, event graphics and marketing strategy needed to work seamlessly at multiple touch points at launch
Branding would help unite the youth of Cuba and the United States through music, friendship and performance and provide the necessary requirements for filing for a non-profit certification
Multimedia storytelling would be necessary to attract donors, academic teaching partnerships and fulfill the political restrictions placed on traveling between the United States and Cuba.
Working with agile teams of developers, project managers, writers and promoters was critical to lift a non-profit from the ground up to attract supporters, business partners, fundraisers, teachers and musicians of all ages.
- CAYO -
Brings music, learning and countries together in harmony
Solutions for CAYO
The scalable design system provided the agile flexibility of a minimal staff to create cohesive multi-channel communications. Student academies, art delegations, performances, fund raisers and musical partnerships were easily promoted and managed. Students were able to study, learn and perform in their native countries and abroad. Many people were able to listen and appreciate the public, radio and virtual performances. A solid foundation in the non-profit musical world was achieved allowing CAYO to go from start-up dream to non-profit leader with their best instruments forward.
A strategic communication roadmap with cohesive designs focused on the organization’s purpose. Inform the world who you are at multiple touch points! The bridge of musical instruction from Cuba to American, gave students the first-ever musical cohort exchange program. The identity system for print, web, digital and social was cohesive, recognizable and useful to successfully promote the new non-profit startup.