Cuba Creatives
An Interactive iPad Publication Using Solutions Journalism to Showcase the Stories of Cuban Artisans
Art Direction | Brand Identity | UI Design
As co-lead designer on University of Oregon SOJC's inaugural immersive journalism study abroad trip, I helped launch a student-led creative agency that produced this interactive iPad publication. Beyond designing the interactive layouts, I contributed to the storytelling itself.
Course: CUBA Creatives: University of Oregon Study Abroad Journalism 2015
Team: Meet the Team (25 Students)
Role: Co-Lead Designer, Brand, Layout Design, Photo/Video
Tools: InDesign (DPS), Adobe CC
Press: Media Shift
Duration: 9 Weeks
Introduction to Cuba Creatives Video by Sutton Raphael + Jordan Bentz
Context
Cuba had been largely inaccessible for half a century, but in the spring of 2015, it became a welcoming destination for 25 University of Oregon students, faculty, and staff—just as tensions eased between our two countries.
We were acutely aware that we were among the last to experience Cuba’s arts, culture and people at a historic moment in time. These are six profiles of Cuban creatives—people who embody the spirit of their country’s past and the possibility of its future.
Approach
As a student-run solutions journalism team, we took inspiration from NYTimes interactive publications, Humans of New York, and Yann Arthus-Bertrand's HUMAN documentary. We developed a visually compelling human-centered storyline profiling “Cuban Creatives” across diverse backgrounds and professions. Each story features interactive elements that enable readers to engage with the story as a living entity—transporting them to Cuba through the sights and sounds of this vibrant culture.
As a co-lead designer, I helped craft the logo and visual system, contributed to art direction, and co-led layout design for the iPad publication. I wanted the brand to organically reflect Cuba’s vibrant colors and culture, including its pastel Art Deco architecture and iconic vintage cars.
In addition to designing interactive layouts for the iPad publication, I operated as third-camera photo/video footage for the Experiencing Motion story team.
I learned how to design responsive layouts in Adobe DPS with features such as:
interactive galleries
scrollable text
embedded video
pull quotes
Special Note: This is the project that helped me discover that I wanted to be a designer.
Icon Credit: Scott Proctor
Design
By practicing empathy-based ethnographic interviews, our stories came to life with the gentle nudge of open-ended questions and active listening. The SOJC's solutions journalism philosophy taught us that personal details unveil important contextual history and that humanizing a story leads to eye-opening results.
We understood that human-centered storytelling would leave a more lasting impact than metrics and statistics alone. The website, created by José Contreras, was selected to be featured on Adobe Muse’s “Site of the Day” in July 2015. The project was featured in an interview by MediaShift.
Experiencing Motion: A video story capturing the rhythm of everyday life in Havana: Kelly Wolfram and Casey Minter + Jordan Bentz/Sutton Raphael
Outcomes
This project was the most impactful experience of my undergraduate degree. Learning the art of human-centered storytelling and solutions journalism and translating those narratives into immersive designs is the moment that made me want to become a designer. Looking back 10 years later, there is a lot that I would change about my design aesthetic but I am deeply proud of the project and only wish that we could have developed deeper and more reciprocal relationships with the community members we featured.
Cuba Creatives is still spoken about at the University of Oregon as a sought after immersive experience for students. Other student groups have since traveled to Sri Lanka and beyond, showcasing how design can amplify empathy in storytelling. The website, created by José Contreras, was selected to be featured on Adobe Muse’s “Site of the Day” in July 2015. The project was featured in an interview by MediaShift.
Behind the Scenes, Making of Cuba Creatives by Sutton Raphael
