She built the museum's visual system from the ground up: an organized framework of campaign categories covering public engagement, education, exhibitions, and special events, deployed across Instagram, Facebook, email newsletters, and website updates, alongside exhibition graphics, environmental signage, wayfinding, and printed matter. The system was structured so the internal team could maintain it independently, and Ingrid spent three years implementing it, iterating on it, and training the team alongside active programming.
The design approach was deliberate in its restraint. Layouts were clean, modular, and built to flex across formats and scale without losing coherence. The palette was neutral, black and white, so the artwork itself became the visual anchor of every composition. For typography, the system used GT America by Grilli Type (2016), a grotesque designed as the missing bridge between 19th-century American Gothics and 20th-century European Neo-Grotesk typefaces. With 84 styles across six widths, it gave the museum the range to move from small-format social posts to large-scale environmental signage while holding a consistent institutional voice.
The outcomes were measurable. Over the three-year engagement, the museum saw increased in-person visits, sustained growth in website traffic, expanded social media reach and following, and stronger audience engagement across email campaigns, all during a period of active institutional rebuilding. The work was recognized at the 9th Bienal Iberoamericana de Diseño (BID20) in Madrid.
Art Direction, Graphic Design: Ingrid Bonetti Veloz
Brand Designer: Luis Vázquez O'Neill
Web Developer: Ricardo Cabret
2020-2023
Exhibition Design
Spatial Design
Campaign Systems
Editorial Design
Social Media Frameworks
Institutional Rebrand
Spatial Design
Campaign Systems
Editorial Design
Social Media Frameworks
Institutional Rebrand
Branding
El momento del Yagrumo Exhibition
Annual Gala