New Museum is a conceptual identity system inspired by New York's New Museum, an institution dedicated to emerging artists and experimental practices. Reflecting the museum's constantly evolving exhibitions, the project explores a flexible visual identity that adapts while maintaining a recognizable system.

Project Concept

The identity is built around a variable graphic system inspired by the museum's architecture. Abstract geometric forms derived from the building's distinctive massing become modular elements that shift through rotation, cropping, layering, and recomposition. Rather than relying on a fixed visual identity, the system embraces variation, allowing each exhibition to generate a unique composition while remaining connected through a shared structural framework.

The system extends across posters, publications, environmental graphics, merchandise, and digital media, creating a flexible identity that evolves alongside the museum's changing exhibitions.

Contributions
Visual Identity, Graphic System, Campaign Design, Editorial Design, Environmental Graphics, Motion

Credits

Seoyeon Kweon
Tonia Yuqi Zhang

Special Thanks
Elizabeth Goodspeed

View All Work