Gold NYX & Platinum Hermes Award-Winning Graphic Designer Mackenzie Costa Talks up Power of Visual Storytelling
Written by Ashley Jude Collie
“The NYX Awards recognize the power of storytelling in shaping brand identity and consumer perceptions, and I consider graphic design is a mode of storytelling. My award-winning poster ‘Solitude in Motion’ tells a story through its design elements. The vibrant colors, energetic composition, and collage-like imagery symbolize the essence of solo dance performance. The placement of these elements creates a visual narrative that captures the theme of the solo dance and invites viewers to come to the event.” — Award-winning activist graphic designer Mackenzie Costa
Award-winning graphic designer Mackenzie Costa, who is big on storytelling via visuals, also agrees that we humans are addicted to stories. That even when we sleep, our mind stays up all night, telling itself stories.
Indeed, she says of the globally recognized Platinum Hermes and Gold NYX awards, that they seek to promote excellence in communication and storytelling, serving as a platform for professionals and organizations to gain recognition for their contributions to the industry.
Of her Gold Award in the Advertising & Design category in the 2024 NYX Awards, she offers: “The NYX Awards recognize the power of storytelling in shaping brand identity and consumer perceptions, and I consider graphic design is a mode of storytelling. My poster ‘Solitude in Motion’ tells a story through its design elements. The vibrant colors, energetic composition, and collage-like imagery symbolize the essence of solo dance performance. The placement of these elements creates a visual narrative that captures the theme of the solo dance and invites viewers to come to the event.”
Indeed, for her ‘Solitude in Motion’ design work, Costa also received a 2024 MUSE Creative Awards Silver award and 2024 VEGA Digital Awards Gold award within the Marketing & Promotional Poster category. Additionally, Costa has ambitions to earn other “design” honors, including: AIGA, the American Institute of Graphic Arts, which is focused on communication design and is highly regarded within the design community for its advocacy, education, and support of design professionals; and, The Graphis Awards, which cover design, advertising, photography, and illustration art. She explains, “These are certainly among the most prestigious and sought-after accolades in design.”
Bermuda-born and California Institute of the Arts educated Costa, specializes in the fashion, music, and entertainment industries, “bringing a deep understanding of contemporary aesthetics and design trends.” For example, in the fashion area, her show, ‘If You’re Not Angry, You’re Not Paying Attention,’ was a vehicle for elements of activism, like reproductive rights. But also, all the fashion designs were labors of love made by screen printing, hand sewing, cutting, and dyeing: moreover, each piece of clothing served as an everyday and wearable protest. She adds, “I wanted my work to serve as a powerful vehicle for activism, raising awareness, provoking dialogue, and inspiring action on these critical issues.”
In addition, her expanding list of professional credits includes: working with The Refinery Creative, an industry-leading entertainment marketing agency, on marketing strategies for campaigns for Hulu, Netflix, HBO and Amazon; gaining first-hand experience working under the creative direction of innovative designer Hila Klein at Teddy Fresh — work that appealed to Costa’s personal sense of activism by creating inclusive and engaging designs that resonated with a diverse audience; collaborating with the team at Tenstorrent which came together to build a better computing platform for AI and Software 2.0; and, creating numerous eye-catching posters for all sorts of dances and events, along with designing a poster for Just influencer Things, a film that was a finalist and an “Official Selection” at the 11th ARFF Barcelona International Awards.
All of this creative drive was hatched back on the small island of Bermuda, where Costa dedicated much time to mentoring young girls, recognizing the power of guidance and empowerment in shaping their futures by combining her design expertise with a genuine desire to uplift and inspire others. She also built and launched the website for the Phenomenal People project.
“Mackenzie was also responsible for managing the creative process of producing our first compilation book, ‘Extraordinary Stories from Phenomenal Girls,’ which was published in Bermuda. Phenomenal Mackenzie named the book, designed all artwork, contributed to the stories, and initiated the layout, all of which significantly minimized final production costs.” — Margaret Giloth, Phenomenal People President.
So, that’s where it started. And, now award-winning Costa offers clients a “dynamic and eclectic design style,” explaining that she loves “to experiment with bold typography, vibrant colors, and striking imagery to create visually engaging compositions.”
Mackenzie Costa is bringing that diverse skill-set to any project including promotional campaigns and posters, to films and books, and clothing. She describes her strength in storytelling, this way: “By translating complex concepts into visually compelling narratives, I create a lasting impression on audiences, capturing the essence of my projects with a unique and contemporary vision inspired by the most influential, radical designers in history. I would also consider my strengths to be my complex image-making, use of color, and ability to understand client’s needs and vision without many rounds of revision.”
More importantly, she gives us the skinny on designing award-winning projects like the poster for the dance performance: “By experimenting with techniques and styles, the ‘Solitude in Motion’ poster becomes a storytelling tool in marketing design, assisting dance enthusiasts as well as all audiences to engage with the event’s narrative and ideally show up to the event. In marketing design, storytelling plays a crucial role, allowing brands/companies/organizations to communicate their values, and fostering profound connections with their audience. Through visual narratives, designers can effectively convey their message, leaving a lasting impression and driving engagement.”
Additionally, she enthuses about her goals in the industry: “My goal is to collaborate with influential brands and organizations that share my passion for meaningful design and social impact. I also aim to continue exploring opportunities to use design as a tool for positive change, whether through partnerships with non-profits, advocacy groups, or other socially conscious brands.”
Drop in on Mackenzie Costa’s eye-catching portfolio site.
Meet Mackenzie Costa | Freelance Graphic Designer
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There are countless people I could thank for their support; however, I want to dedicate my shoutout to Margaret Giloth, President of Phenomenal People. Margaret has been a powerful mentor, leader, and inspiration for me; in many ways, she truly nurtured me into my professional graphic design career. In 2006, she founded Phenomenal People, a charity dedicated to supporting children and families. Then, in 2008, she created the Dream Girls Club, a mentorship program aimed at empowering girls ages nine to 18.
Phenomenal People, Living, Loving & Learning, is a Bermuda non-profit organization that provides educational seminars, workshops, and charitable events to unite, empower, and inspire people to become their personal best. The Dream Girls Club mentorship program, which Margaret initiated, focuses on helping young girls develop self-expression, confidence, and charitable hearts while discovering their unique gifts and talents. I joined the mentoring program at the age of 9, and later in my high school years, I had the privilege of assisting with mentoring younger participants, attending multiple fundraising events, and using my graphic design skills to support the charity’s promotional efforts. Margaret’s dedication to empowering emerging leaders and fostering their potential has deeply impacted my life and career trajectory.
In the words of Margaret Giloth herself, “To be empowering agents, we must do more than believe in emerging leaders and the possibilities for the people of Bermuda. We need to take steps to help them become the leaders they have the potential to be.” Margaret’s recognition of my contributions to the Dream Girls Club, culminating in the 2019 Natalie Millar Award, has been a source of immense pride and motivation for me. I am truly grateful for her guidance, support, and belief in my abilities from the beginning and now as I continue to grow and make a positive impact in the creative industry.
Excerpt from Shoutout LA