Advanced Transmedia Studio
This project is a conceptual rebrand and identity system for the Architecture and Design Museum in Los Angeles. The brand concept, “Ideas Flow,” illustrates the interaction between the heaviness of physical architecture and lightness of creative process. Typography, grid structure, color, and materials are utilized to demonstrate how each element influences and “flows” through each other. The identity redesign, which includes custom typeface design exclusive to this project, is inspired by the “heavy” stencil typography found in construction sites. However, by bringing a sense of “lightness” to it, the typeface has been designed to be more accessible and refined. The posters, are constructed of heavier materials, such as concrete, florescent acrylic and metal as the printed on substrate instead of traditional paper, reinforcing the contrast of heavy and light. By bringing a sense of “heaviness” and materiality to the posters, they become dimensional and feel substantial. The museum facade also plays an important role in the juxtaposition of the light and heavy in a literary sense, while the idea and execution are juxtaposed in a metaphorical sense.