Asian Art Museum — Visual Identity Campaign
Objective
The objective was to create a complete visual identity and promotional campaign for a cultural institution. The system needed to feel appropriate for the museum’s focus on Asian art and culture while remaining flexible across posters, outdoor banners, billboards, and merchandise.
Solution
I developed a refined visual system built around a geometric logo, a dark museum-like colour palette, and ornamental calligraphic textures. The campaign used consistent typography, gold accents, and layered visual compositions to create a strong cultural tone across identity, print, outdoor advertising, and branded merchandise.
I began by researching the museum’s purpose, audience, cultural focus, and comparable art institutions. This helped define a direction that balanced tradition, cultural richness, and a contemporary museum campaign language.
The logo exploration focused on creating a mark that could feel architectural, cultural, and simple enough to work across different campaign formats. After testing multiple directions, I refined a geometric symbol that could support both vertical and horizontal lockups.
The identity system uses a dark base palette with gold and muted accent colours to create a refined museum tone. Typography and colour were kept restrained so the campaign imagery, cultural textures, and logo could remain the main visual focus.
The campaign was extended across multiple public-facing formats, including transit posters, exterior banners, and billboard applications. Each piece uses the same visual language to keep the campaign recognizable while adapting to different scales and viewing distances.
