A contemporary lens on cultural identity

Brief

This project explored how visual identity can respectfully represent culture, history, and storytelling within an institutional context. I was interested in how a contemporary brand system could honour indigenous knowledge while remaining flexible, modern, and cohesive across multiple applications.

This project centred on refreshing the visual identity of the Musée du Quai Branly in Paris, a museum renowned for its focus on indigenous art from Africa, Asia, Oceania, and the Americas. The process involved developing a new logo and supporting variations, a refined colour palette, and a series of distinctive pattern elements designed to work as a unifying visual language. Alongside this, I considered how the identity could extend into promotional applications to support broader communication.

Design Outcome

Four distinctive pattern elements were developed to represent each of the museum’s four key regions. The process began with in-depth research into the indigenous cultures of each area, allowing cultural context and meaning to guide the visual direction. Rather than approaching the patterns as purely decorative, each motif was shaped by symbolism specific to its region. These elements were then applied across a cohesive suite of brand assets, working together as part of a unified identity system that strengthened the museum’s storytelling across all touchpoints.

Branding

Printed Media

Poster set for Musée du quai Branly rebrand.

These symbols were used as cut-out forms across posters and promotional materials, acting as visual windows that reveal artwork and exhibition imagery beneath. This approach allowed the identity to remain flexible and expressive while maintaining a cohesive visual language across all applications.

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