Portfolio

Museum SoDA

Flexible identity system based on modularity for an experimental museum in KoreaSpace of Design and Architecturewith versatility for motion, physicality, and interactivity.

duties

visual identity design, communication consultation

Challenge

The clients took over an abandoned construction projectoriginally intended as a large public bath facilitywith the ambition to redevelop it as an experimental museum: the very first museum of its kind in Korea that provides spatial experience as part of offering with clear focus on design and architecture. With less than six months until the launch date, however, they did not yet have visual identity system yet in place. While architectural development and exhibition planning were well on their way, they urgently needed to start promoting the project launch and designing collateral materialsand an overall communication design was largely absent.

Solution

The core philosophy of the project was to rediscover, reinterpret, and redesign elementsoften overlookedin life in order to create unforeseen values. I thought that no monolithic mark could convey such openness and malleability, and wanted to develop not only a logomark but a design system. After a few rounds of pencil sketches, it became very clear we would resort to basic geometry of square and circle. By disassembly and reassembly, just as SoDA's foundational concept, limitless combinations can take place to generate any shape and form. Once the design package was delivered, including a few iterations in motion graphics as a starter, the client took over and started to manage the brand communications themselves.


Initial concept sketches at the first Initial concept sketches at the first

Looping motion of the mark Looping motion of the mark

Mobile/digital ticket concept Mobile/digital ticket concept

Printed ticket concept Printed ticket concept

Design poster concept Design poster concept

Design poster concept Design poster concept

Design mug concept Design mug concept

Food truck concept Food truck concept

Design cap concept Design cap concept

Geometry wooden blocks concept Geometry wooden blocks concept

Design tote bag concept Design tote bag concept

Design T-shirt concept Design T-shirt concept