Independent creative direction · Miami / Vieques

Make brands
feel impossible
to ignore.

I lead strategy and visual direction for campaigns, brand systems and experiences—from global brands and destinations to the cultural work that gives them meaning.

Explore selected work Available for select freelance projects

BRAND STRATEGYCREATIVE DIRECTIONCULTURAL STORYTELLING

Creative director and artist Marco Caridad

01 / 04 Artist’s eye.
Director’s mind.

STRATEGY
WITH A POINT OF VIEW

MCMIAMI
↔ VIEQUES

A cultural point of view,
made tangible.

ART & CULTURE✳TOURISM & DESTINATIONS✳HOSPITALITY✳BRAND CAMPAIGNS✳PLACE & COMMUNITY✳TOURISM & DESTINATIONS✳

Selected brand experience

Selected projects delivered through agency and independent collaborations.

Creative work, with proof behind it

Ideas are only the beginning.
Build the conditions for them to grow.

14+

years across
art & design

2→24

resident artists
at MIFA, with a waitlist

venues coordinated
for a citywide triennial

01 / Selected work

Brand campaigns, cultural platforms
and experiences in the world.

Creative direction
for brands that move people.

From global event environments and integrated campaigns to destination experiences, I bring strategic thinking and visual direction to work that has to connect with real people.

01 / Brand & agency work

Campaigns built to travel.

Recognizable brands, real audiences and experiences in the world.

Afrohead Rum campaign film · The Bahamas

Mobile sweepstakes · UX walkthrough

Brand campaign · Film · Digital experience

Afrohead Rum × Lenny Kravitz

Fluid Holdings

A campaign built around Lenny Kravitz’s “best kept secret”: a Bahamas-shot film and a sweepstakes microsite where fans could enter a voucher code to win experiences and items curated by Lenny.

Creative direction · Strategy · UX/UIWith Fluid Holdings

Credits & case notes

Creative contribution
Creative direction, campaign strategy and UX/UI for the sweepstakes microsite.

Campaign idea
Invite rum drinkers, musicians and surfers into Lenny Kravitz’s world through a film and a “best kept secret” sweepstakes.

Team
Fluid Holdings · Photography: Mathieu Bitton · Copy: Veronica Camaraza.

Discover Your Rhythm Hard Rock campaign billboard mockup — Out-of-home campaign

Discover Your Rhythm campaign microsite design — Microsite design · Full page

Interactive microsite · Walkthrough

Integrated campaign · Hospitality

Discover Your Rhythm

2019—23

Developed visual concepts for Hard Rock International across digital, print, advertising, hospitality and promotional applications. “Discover Your Rhythm” for Seminole Hard Rock Hotel & Casino earned two Gold and two Silver ADDYs in Hollywood and Tampa; I contributed as Senior Art Director at Redline Media Group.

Senior Art Director · Redline Media GroupFlorida

Open case notes

Role
Senior Art Director at Redline Media Group, working across Hard Rock International brands and properties.

Contribution
Developed visual concepts for integrated campaign work spanning digital, print, advertising, hospitality and promotional applications.

Recognition
The “Discover Your Rhythm” campaign for Seminole Hard Rock Hotel & Casino received two Gold and two Silver ADDY Awards.

Google Cloud Next event environment with large-scale branded graphics and directional messaging — Event environment & graphic system

Google Cloud Next badge pickup area and wayfinding environment — Badge pickup & wayfinding

Google Cloud branded event booth and attendee touchpoint — Branded attendee touchpoint

Event design · Environmental graphics · Wayfinding

Google Cloud Next

2023

A large-scale event identity brought into the room through environmental graphics, branded attendee touchpoints and wayfinding—designed to help people move through the experience with clarity.

Event graphics & wayfindingWith GPJ (George P. Johnson)

Campaign film · “The win and the wine”

The Crusher Wines campaign concepts connecting everyday victories with wine — Campaign art direction

Packaging & campaign applications

Wine · Brand platform · Campaign

The Crusher Wines

2017

A campaign built around “the win and the wine,” celebrating the small, hard-earned victories of everyday life. The idea carried through brand storytelling, advertising, packaging and film.

Creative direction · Campaign · PackagingCalifornia wine

Visit Florida interactive destination map and guide presented on a tablet — Visit Florida · Interactive travel guide

Visit Florida Travel Guide overview with destination and editorial screens — Travel guide · Product overview

Visit Florida destination guide pages featuring activities, beaches and attractions — Destination guide · Editorial system

Tourism · Digital product · UX/UI

Visit Florida Travel Guide

The Rodríguez Group

A multilingual travel guide for Apple and Android, designed to work offline. The experience brought Florida’s regions, beaches, hotels, events and attractions together with an interactive map and route planning.

Creative art direction · UX/UI · InfographicsWith The Rodríguez Group

Credits & case notes

Challenge
Help position Florida as a leading travel destination with one digital guide across North, Central and South Florida.

Product
An offline-capable, multilingual guide for Apple and Android, with route planning, maps and editorial content about places to stay, see and do.

Team
The Rodríguez Group (agency) · Copy: Amy Rodríguez · Programming: Danny Linnas · Photography: Gio Alma · Voice-over: Denise Arencibia · Graphic design: Tito Monsante and Matt Ruzzi.

Healthcare · Outdoor campaign · Transit

Simply Healthcare

2016

A transit advertising campaign for Simply Healthcare across the City of Hialeah Transit System, shown in its real street context through bus wraps and shelter placements.

Campaign design · Transit applicationsHialeah, Florida

02 / Culture & place

Ideas rooted in people and place.

Institutional identities, cultural platforms and community-led work.

American Fiber exhibition at MIFA, with a red suspended textile installation, woven works and exhibition signage — American Fiber · Miami Fiber Triennial 2026

Miami Fiber Triennial 2026 campaign identity and entrance graphics — Campaign identity & entrance graphics

Miami Fiber Triennial exhibition room with suspended fabrics, textile wall works and a freestanding fiber sculpture — Miami Fiber Triennial · Exhibition view

Brand platform · Communications · Exhibitions

Miami International Fine Arts

2022—26

Led a complete institutional rebrand across digital, print, signage, exhibitions and public programs. Grew the resident-artist community from 2 to 24 and built an active waitlist; coordinated the Miami Fiber Triennial across six venues.

Artistic Director & CuratorMiami, Florida

Open case notes

Scope
Institutional positioning and a connected communications system across digital, print, signage, exhibitions and public programs. View the visitor wayfinding map ↗

Leadership
Directed branding, communications, logistics and production for six exhibitions and public programs each month; coordinated the Miami Fiber Triennial across six citywide venues.

Exhibition credits
Triennial presented by MIFA in collaboration with FAMA and Threading the City. Individual exhibition curators and participating artists are credited in the full program ↗. Photographs: official exhibition archive ↗.

Identity system & positioning

P71 social media templates from the identity guidelines — Social templates

P71 exhibition invitation system and poster application — Exhibition invitations

Identity · Positioning · Guidelines

P71 / Project 71

2026

A clear cultural position for an artist-run platform: from studios and exhibitions to public programming and critical exchange.

Creative direction & brand systemMiami, Florida

Open case notes

Context
P71 needed to read as a contemporary cultural platform, not simply a place with studios.

Contribution
Positioning, visual identity, logo guidance, palette, typography, grid, image direction, social and invitation templates, and homepage direction.

System
Clean but not cold; institutional but not corporate. A strict, spacious visual language with a controlled signal-green accent.

Identity · Artist residency

Place-led brand storytelling

2027 Biolumina artist call featuring Daniel Djuro-Goiricelaya working outdoors in Vieques — 2027 artist call · Resident storytelling

Independent initiative · Identity · Communications

Biolumina Artist Residency

2025—

Building an artist residency around a sense of place. Founded in Vieques, Biolumina connects a distinctive identity and public voice with artist stories, open-call communications and a program rooted in focused studio time and community exchange.

Founder & DirectorVieques, Puerto Rico

Identity & case notes

Challenge
Give an independent residency a clear identity and an inviting public voice, grounded in Vieques and the experience of making work there.

Expression
A recognizable wordmark, place-led imagery and resident storytelling carried across the published launch and artist-call materials shown here.

Experience
Private studio time and free community activations connect the residency’s promise of process, presence and place to the people who participate.

Additional selected work

Delta Air Lines & Hawaiian Airlines — catalogue design with Jeffrey Brooks at JeffreyGroup.

Meditab Software · El Blok Hotel · Mar Azul Restaurant

Selected work across independent, institutional and agency engagements.

02 / What I do

One clear idea.
Every expression connected.

Make the inside
visible.

Good creative direction gives an organization a stronger sense of itself. I help find that center, then carry it through the words, images, spaces and moments people meet.

Brand strategy & positioning

Audience, purpose and point of view. A useful foundation for every decision that follows.

Visual identity & systems

Identity, typography, image direction and the practical rules that make a brand coherent.

Campaigns & storytelling

Integrated creative for launches, exhibitions, public programs and the stories around them.

Digital & lived experiences

Web, content, environments and activations that make the brand tangible in the world.

✳

For brands, destinations, hospitality groups and cultural institutions ready to lead with a more distinctive point of view.

Goteo, Ardo y Fluyo, 2026, a shaped canvas with loose thread by Marco Caridad

STUDIO PRACTICE / 2026

A practice that keeps the work honest

An artist’s eye
is not a metaphor.

I am an interdisciplinary artist as well as a creative director. Making work keeps me attentive to material, gesture, vulnerability and the gap between what an organization says and what people actually feel.

That sensibility is useful in a brand workshop, on an exhibition floor and in the details that make an experience stay with someone.

Explore my art practice

MADE BETWEEN
STUDIO & STREET

03 / About Marco

Venezuelan-American
· Miami ↔ Vieques

Design is a way of paying attention.

Director by practice.
Artist by nature.

View selected CV

I’m Marco Caridad, an independent creative director and interdisciplinary artist based between Miami, Florida, and Vieques, Puerto Rico.

For more than 14 years, I’ve moved between agency, institutional and independent work. I bring strategic thinking and hands-on making into the same room: aligning the big idea with the details that people actually encounter.

At MIFA, I led a full institutional rebrand, grew the resident-artist community from 2 to 24, and coordinated a citywide textile triennial across six venues. I now bring that experience to culture-led brands and places looking for more than a surface refresh.

MA · DESIGN & MEDIA MANAGEMENTBA · GRAPHIC DESIGN2 GOLD + 2 SILVER ADDY AWARDS

Have a project in mind?

Let’s make something
people remember.

For freelance creative direction, brand partnerships and cultural projects.

MARCO.CARIDAD@ME.COM

Make brandsfeel impossibleto ignore.

Creative directionfor brands that move people.

Campaigns built to travel.

Afrohead Rum × Lenny Kravitz

Discover Your Rhythm

Google Cloud Next

The Crusher Wines

Visit Florida Travel Guide

Simply Healthcare

Ideas rooted in people and place.

Miami International Fine Arts

P71 / Project 71

Biolumina Artist Residency

Make the insidevisible.

Brand strategy & positioning

Visual identity & systems

Campaigns & storytelling

Digital & lived experiences

An artist’s eyeis not a metaphor.

Director by practice.Artist by nature.

Let’s make somethingpeople remember.

Make brands
feel impossible
to ignore.

Creative direction
for brands that move people.

Make the inside
visible.

An artist’s eye
is not a metaphor.

Director by practice.
Artist by nature.

Let’s make something
people remember.