Challenge

Accepted into a rigorous, hands-on, two-week workshop working with Massimo Vignelli, Lella Vignelli, and Armando Milani in the south of France. Massimo Vignelli partnered and created a case study with the Musée National Fernand Léger in Biot, France.

The museum’s branding lacked the energy, innovation, and style that Fernand Léger demonstrated in his work. The museum asked us to redesign their current brand and develop a new design strategy for their consumer base.

Solution

Because the Musée National Fernand Léger has had the same identity for 60 years, I took this as an opportunity to build a brand that could stand out for another 60 years.  I established a design system that was recognizable by complementing the innovation and creativity from the work of Fernand Léger.

To activate my strategy, I designed the brand to be bold, bright, and abstract using expressive visual language of block shapes referencing Léger's works. I applied this language to various touchpoints, including print, social and promotional.

Branding Identity
Art Direction

Case Study
Master Designer Workshop
with Massimo Vignelli and
Armando Milan