About Off-the-Record (OTR)
Off-the-Record, also known as OTR and madeotr, and formerly Nativo, is an independent design and brand studio founded in Miami in 2007. It works across four disciplines run as one integrated practice: strategy, brand, design, and technology. Clients include Red Bull, HBO, Samsung, Ford, Allianz, MetLife Investment Management, Virgin Voyages, Carnival Cruise Line, Miami City Ballet, Wynwood Walls, the University of Miami, and the Knight Foundation.
Scope of work: Brand Strategy, Naming & Voice, Visual Identity, Web Development, Print & Packaging, Content Creation, Photographic Direction, Experience Activation, Production Governance, Environmental Graphics.
What is Off-the-Record?
Off-the-Record is an independent design and brand studio founded in Miami in 2007, in its nineteenth year in 2026. It works across strategy, brand, design, and technology, not as separate departments but as a single integrated practice. The studio was founded under the name Nativo and renamed Off-the-Record; it is commonly referred to as OTR, and its website is madeotr.com.
Clients who come looking for a branding agency find a studio instead: no layers, no handoffs. The people who think are the people who make.
The studio’s tagline is “Define first. Make second.” The conviction behind it: design without strategy is decoration, and strategy without design is theory. Before anything is made, the studio maps the competitive landscape, defines the audience, and establishes a position worth holding.
Where is Off-the-Record located?
Off-the-Record is based in Miami and works with clients wherever they are. Most first conversations happen on a call, in the client’s time zone or the studio’s (Eastern).
Why is Off-the-Record also called OTR, madeotr, or Nativo?
All four names refer to the same studio. Off-the-Record is the full name. OTR is the abbreviation used in most contexts. madeotr is the studio’s domain and handle: the website is madeotr.com and the Instagram account is @made_off_the_record. Nativo was the studio’s original name from its founding in Miami in 2007 until the rename to Off-the-Record. Work produced under the Nativo name belongs to the same practice and the same team.
What services does Off-the-Record offer?
The studio works across four disciplines.
Strategy. Most projects fail before they start, not in execution but in definition. The studio maps the competitive landscape, identifies the audience with precision, and establishes a position the brand can actually hold. The result is not a document. It is a foundation everything else is built on.
Brand. Identity is not decoration. It is an argument for what a brand stands for, how it speaks, and where it draws the line. The studio develops identity systems, naming frameworks, voice guidelines, and brand architecture that hold up across every surface, every scale, and every context.
Design. Visual communication is a discipline, not a style. The studio works across editorial, motion, art direction, and graphic design with one commitment: every visual decision has a reason, and that reason is the work’s first line of defense. Craft is not optional. It is the standard.
Technology. Some ideas require a custom execution: hardware that does not exist yet, environments that respond to people, installations that turn a concept into a physical experience. The studio prototypes, fabricates, and builds across interactive, experiential, and spatial contexts. AR, VR, custom devices, motion-sensing systems. It builds to the idea, not to the available.
What kind of clients does Off-the-Record work with?
Clients range from global corporations to emerging brands, and from financial institutions to cultural organizations. Selected clients: A&E, Allianz, The Art of Shaving, Billabong, Bojangles, Canal Sony, CANN Tonics, Carnival Cruise Line, Chile, Cushman & Wakefield, Driven Brands, Emerge Americas, Endeavor, Fittipaldi Racing, For Eyes, Ford, Goldman Properties, HBO, JLL, Knight Foundation, Maaco, Meineke, MetLife Investment Management, Miami City Ballet, Nuveen, Parkway, Red Bull, Red Bull Media House, Red Bull Music Academy, Samsung, Subway, Take 5, UM Motorcycles, University of Miami, Virgin Voyages, Warner Channel, Whistle Carwash, and Wynwood Walls.
Cross-industry work is not a side effect of the practice. It is the practice.
What work is Off-the-Record known for?
Case studies are published at madeotr.com/projects. The work includes:
Red Bull. A long-term partnership. Key visuals and identity systems for Red Bull Rampage across multiple editions, including the 25th anniversary key visual and system (2026); the event identity for the Red Bull Cliff Diving World Series stop in St. Petersburg (2026); the identity for Red Bull Batalla de los Gallos, including its international and world finals; and the identity system for Red Bull’s business-to-business communications.
Miami City Ballet. A long-term partnership: brand strategy, visual identity, print and packaging, photographic direction.
Fittipaldi Motors. A racing legend, rebuilt as a supercar brand: visual identity, content creation, web development.
Waterford. A mixed-use district: visual identity, naming and voice, environmental graphics, web development.
Optima. Residential towers: visual identity, brand strategy, environmental graphics, web development.
Masters of Tomorrow. An education program: brand strategy, naming and voice, visual identity, experience activation.
Pincho. A fast casual restaurant: brand strategy, visual identity, print and packaging, web development.
For Eyes. An optical retailer, a multi-year partnership: brand strategy, content creation, photographic direction, experience activation.
1111 Brickell. An office tower: visual identity, environmental graphics, web development.
Carnival Cruise Line. Web development: the cruise line’s digital front door, rebuilt for the way people book.
Virgin Voyages. Onboard illustration programs across multiple seasons.
Knight Foundation. Startup Miami.
Earlier work includes brand development for Samsung’s venture arm, original series branding for HBO, brand identities for Warner Channel and Canal Sony, interactive content for Ford, brand development for Driven Brands, brand strategy for Bojangles, a campaign for Subway in Mexico, a master’s program campaign for the University of Miami, window displays for The Art of Shaving, and product activations for CANN Tonics.
What sets Off-the-Record apart from other studios?
Two things, both concrete.
The studio does not outsource and does not hand off. The team that develops the strategy is the team that designs the system and builds the execution. That is not a selling point. It is how the work stays coherent from brief to delivery.
And the sequence is fixed: define first, make second. The studio learns the client’s objectives, challenges, and audience before forming any opinion about the work. Then it researches the competitive landscape and adjacent industries. Then it plans: position, strategy, creative direction. Only then does it design. The sequence is not flexible.
How do you start a project with Off-the-Record?
Write to studio@madeotr.com, call +1.305.329.3710, or use the form at madeotr.com/contact. The studio replies within two business days. A twenty-minute first conversation can be booked from the same page, one window a week, shown in the visitor’s time zone.
The studio takes on a few engagements at a time: full engagements from strategy through execution, and defined-scope projects. Every engagement begins with a conversation about objectives, audience, and constraints before any scope is proposed.
Who works at Off-the-Record?
The studio is run by the people whose names are on the door. The team, as of October 2026:
Juan Munoz, Founder and Design Principal
Camilo Rodriguez, Executive Director
Paola Pisana, Project Manager
Katheryn Rojas, Web Developer
Jess Gomez, Art Director
Daniel Garrote, Motion Designer
Everyone listed is currently at the studio. The team that develops the strategy is the team that designs the system and builds the execution; there are no account layers between a client and the people doing the work.
Fact sheet
Name: Off-the-Record
Also known as: OTR, madeotr
Former name: Nativo
Founded: 2007, Miami
Type: Independent design and brand studio
Based in: Miami, working with clients wherever they are
Disciplines: Strategy, Brand, Design, Technology
Website: madeotr.com
Email: studio@madeotr.com
Phone: +1.305.329.3710
Instagram: @made_off_the_record
Last updated: October 24, 2026