--- title: Play | Tulum Aesthetics --- Play | Tulum Aesthetics [Skip to content](https://www.jakestringfellow.design/portfolio/tulum-aesthetics#main-content) [![JS Design Logo](https://www.jakestringfellow.design/hubfs/Logo/JS%20Design%20Logo.svg "JS Design Logo")](https://www.jakestringfellow.design/?hsLang=en) [Resume](https://www.jakestringfellow.design/hubfs/Jake%20Stringfellow%20Resume%20-%20Product%20Designer.pdf?hsLang=en) [Work](https://www.jakestringfellow.design/work?hsLang=en) [![](https://www.jakestringfellow.design/hubfs/Icons/LinkedIn%20Icon.svg)](https://www.linkedin.com/in/jacobdstringfellow-636008118/) - [Home](https://www.jakestringfellow.design?hsLang=en) - [About](https://www.jakestringfellow.design/about?hsLang=en) - [Work](https://www.jakestringfellow.design/work?hsLang=en) - [Play](https://www.jakestringfellow.design/portfolio/tulum-aesthetics) # Tulum, Mexico ## Aesthetics | Photography Thank you so much for visiting! ![Photography with color gradients and icons](https://www.jakestringfellow.design/hs-fs/hubfs/Old%20Porfolio/Mexico/Photography%20with%20color%20gradients%20and%20icons.jpg?noresize&width=1830&height=1462&name=Photography%20with%20color%20gradients%20and%20icons.jpg) ## Overview The goal of the **Museum of American Armor** (MOAA) is to bring the sights and sounds of American history to a new generation, and thereby pay tribute to those who have dedicated their lives to defending our freedoms. Their exhibits and interactive reenactments present a virtual time machine designed to assist in telling the seminal story of American courage, valor, and sacrifice. ![Images of mexican restaurant and nature museum](https://www.jakestringfellow.design/hs-fs/hubfs/Old%20Porfolio/Mexico/Untitled-2%20(1).jpg?noresize&width=2000&name=Untitled-2%20(1).jpg) ![Abstract image of concrete wall](https://www.jakestringfellow.design/hs-fs/hubfs/Old%20Porfolio/Mexico/Abstract%20image%20of%20concrete%20wall.jpg?noresize&height=2000&name=Abstract%20image%20of%20concrete%20wall.jpg) ## Typography ## ![Brand Font choices - Primary - Address Sans Pro & Secondary - Abril Display](https://www.jakestringfellow.design/hs-fs/hubfs/Portfolio/MOAA/Brand%20Font%20choices%20-%20Primary%20-%20Address%20Sans%20Pro%20%26%20Secondary%20-%20Abril%20Display.jpg?width=300&height=167&name=Brand%20Font%20choices%20-%20Primary%20-%20Address%20Sans%20Pro%20%26%20Secondary%20-%20Abril%20Display.jpg) ## Color Palette #EDBF4A #847965 #252e2d #242D2B #e8e8e8 ## Challenges MOAA was suffering from a severely outdated, archaic website and online presence when I first started this project. This lack of branding, design, and UX architecture was limiting the museums ability to reach online users, get in-person visitors and gain new volunteers. - Visual Design: Stuck in the early 90's. Poor design fundamentals, hierarchy, and site architecture. - User Experience: Lacking excitement and engagement opportunities. No expression of an experience or storytelling. - Brand Identity: Virtually no brand consistency or identity. Dated color palette, typeface and logo. ## Solutions The strength of MOAA is the experience they have to offer. My goal was to tell their story by creating an interactive, valuable experience for the user to enjoy. I also wanted to increase engagement and SEO to reach the end goal of more visitors and volunteers for the museum itself. - **Visual Design:** I implemented a modern, clean design to the website through effective white space usage, intentional typefaces and a new consistent design system. - **User Experience:** Working collaboratively with the Content team, we revamped the navigation and created strategically placed CTA's and forms for engagement. - **Brand Identity:** The client wanted to maintain their logo, which introduced a possible obstacle, however I was able to maintain the logo while still building and reestablishing the brand through a new color palette, style guides and consistent layouts throughout the site. ![Screenshot of old MOAA website with dated design and architecture](https://www.jakestringfellow.design/hs-fs/hubfs/Portfolio/MOAA/Screenshot%20of%20old%20MOAA%20website%20with%20dated%20design%20and%20architecture.jpg?noresize&width=1351&height=1409&name=Screenshot%20of%20old%20MOAA%20website%20with%20dated%20design%20and%20architecture.jpg) ## Pain Points - ##### Lack of Engagement Opportunities - ##### Not Mobile Responsive - ##### Lack of Hierarchy - ##### No Engaging, Compelling Visuals - ##### Poor Site Architecture - ##### Lackluster Brand Styling ## Wireframing ###### FEATURED CTA'S Users need a simple "in-your-face" way to engage with the museum. ###### EXHIBITS FEATURE The biggest attraction, visually and historically for the museum is the range of operable exhibits (vehicles, artillery, etc.). This needed to be interactively featured as near to the fold as possible. ###### VISUALS ARE KEY Exhibits are best expressed visually. Incorporating high quality image placeholders in the wireframe was important. Both in the hero and in the modules below. ###### REUSABLE MODULES Each exhibit category has it's own coded interactive slider for shuffling through exhibit info and imagery. This gives the user options for exploring while also organizing information in an easily digestible way ![Wireframing of MOAA home and exhibit pages](https://www.jakestringfellow.design/hs-fs/hubfs/Portfolio/MOAA/Wireframing%20of%20MOAA%20home%20and%20exhibit%20pages.jpg?noresize&width=1000&height=951&name=Wireframing%20of%20MOAA%20home%20and%20exhibit%20pages.jpg) ![Mobile screenshot of MOAA homepage](https://www.jakestringfellow.design/hs-fs/hubfs/Portfolio/MOAA/Mobile%20screenshot%20of%20MOAA%20homepage.png?noresize&width=528&height=998&name=Mobile%20screenshot%20of%20MOAA%20homepage.png) ## Mobile Optimized ![Mobile Screenshot of MOAA Contact Us page](https://www.jakestringfellow.design/hs-fs/hubfs/Portfolio/MOAA/Mobile%20Screenshot%20of%20MOAA%20Contact%20Us%20page.png?noresize&width=528&height=998&name=Mobile%20Screenshot%20of%20MOAA%20Contact%20Us%20page.png) #### Engaging, Quality Visuals Communicating a *unique experience* is accomplished in the redesign by simply utilizing images of the museum and events. ![Mobile Screenshot of MOAA Navigation menu](https://www.jakestringfellow.design/hs-fs/hubfs/Portfolio/MOAA/Mobile%20Screenshot%20of%20MOAA%20Navigation%20menu.png?noresize&width=528&height=998&name=Mobile%20Screenshot%20of%20MOAA%20Navigation%20menu.png) #### Increased Engagement Opportunities Forms were incorporated for all pages as well as calls-to-action for contacting, volunteering and donating to the museum and its work. ## Impact After launch of the redesigned website, user engagement increased by 66%. Strategic interaction design called for more engagement opportunities (CTAs and forms) and the implementation of these opportunities resulted in more in-person visitors, donors, and volunteers. Incorporating compelling, engaging visuals allowed users to see the *unique experience* the museum has to offer as a consistent, compelling, modern brand. ![Experience History MOAA Homepage screenshot in macbook](https://www.jakestringfellow.design/hs-fs/hubfs/Portfolio/MOAA/Experience%20History%20MOAA%20Homepage%20screenshot%20in%20macbook.jpg?noresize&width=1715&height=1442&name=Experience%20History%20MOAA%20Homepage%20screenshot%20in%20macbook.jpg) ![Images of museum and cenote in Mexico](https://www.jakestringfellow.design/hs-fs/hubfs/Old%20Porfolio/Mexico/Images%20of%20museum%20and%20cenote%20in%20Mexico.jpg?noresize&width=2000&name=Images%20of%20museum%20and%20cenote%20in%20Mexico.jpg) ![Images of Mexico nature museum and outdoor restaurant](https://www.jakestringfellow.design/hs-fs/hubfs/Old%20Porfolio/Mexico/Images%20of%20Mexico%20nature%20museum%20and%20outdoor%20restaurant.jpg?noresize&width=2000&name=Images%20of%20Mexico%20nature%20museum%20and%20outdoor%20restaurant.jpg) ![Snake plant in front of ferriss wheel](https://www.jakestringfellow.design/hs-fs/hubfs/Old%20Porfolio/Mexico/Snake%20plant%20in%20front%20of%20ferriss%20wheel.jpg?noresize&height=2000&name=Snake%20plant%20in%20front%20of%20ferriss%20wheel.jpg) ![Picture of mexico iguanas and sculptures](https://www.jakestringfellow.design/hs-fs/hubfs/Old%20Porfolio/Mexico/Picture%20of%20mexico%20iguanas%20and%20sculptures.jpg?noresize&width=2000&name=Picture%20of%20mexico%20iguanas%20and%20sculptures.jpg) # More Work #### [![FinPay Mockup with logo ghosted on green background](https://www.jakestringfellow.design/hubfs/Portfolio/FinPay/FinPay%20Mockup%20with%20logo%20ghosted%20on%20green%20background.jpg) FinPay Web Design | UX | AI Generation](https://www.jakestringfellow.design/portfolio/finpay?hsLang=en) #### [![Pure Source Foods mockups on iphone](https://www.jakestringfellow.design/hubfs/Portfolio/Pure%20Source/Pure%20Source%20Foods%20mockups%20on%20iphone.jpg) Pure Source Foods Brand Design | Design Systems](https://www.jakestringfellow.design/portfolio/pure-source-foods?hsLang=en) #### [![Screenshots of MOAA website](https://www.jakestringfellow.design/hubfs/Portfolio/MOAA/MOAA%20Redesign%20homepage%20screenshot.jpg) MOAA Redesign Visual Design | UX](https://www.jakestringfellow.design/portfolio/moaa?hsLang=en) #### [![Screenshots of Clear Energy website](https://www.jakestringfellow.design/hubfs/Portfolio/Clear%20Energy/Clear-Energy-Solar-Mockups.jpg) Clear Energy USA Brand Identity](https://www.jakestringfellow.design/portfolio/clear-energy?hsLang=en) facebook-f icon linkedin-in icon Twitter icon instagram icon - Menu Item 1 - Sub-menu Item 1 - Another Item - Sub-menu Item 2 - Menu Item 2 - Yet Another Item - Menu Item 3 - Menu Item 4 --- [![JS Design Logo](https://www.jakestringfellow.design/hubfs/Logo/JS%20Design%20Logo.svg "JS Design Logo")](http:/?hsLang=en) Huntington, NY, 11746 j[acobdstringfellow@gmail.com](mailto:jacobdstringfellow@gmail.com) Copyright © 2024, Jacob Stringfellow