Year
2024
CATEGORY
Brand Identity
(1)
Out-of-home posters 118.5 × 175 cm
Begas is a rebranding project for a regional museum that merges art, local history, and social inclusion. As part of a conceptual project, the museum’s weaknesses were analysed and addressed through a new visual identity and an accompanying campaign.
Strategic Foundations: Understanding and Positioning Begas
Begas is more than a museum, it is a place where regional identity, artistic heritage, and social values intersect. Despite its unique mission and inclusive practices, the museum lacked a clear visual identity and public presence. A local survey confirmed this gap: only 5% of the surrounding community was even aware of its existence.
To address this, the project began with an in-depth research phase. I visited the site, observed the museum’s atmosphere, and documented its visual and communicative landscape. I also developed a survey to better understand the expectations and perceptions of potential visitors. These insights shaped the direction of the rebranding: to position Begas as both a guardian of tradition and a vibrant place for contemporary culture.
The focus was on creating visibility without losing authenticity, making the museum approachable, relevant, and emotionally resonant. Every design decision was guided by the core question: How can visual identity support meaningful connection and community engagement?
Visual Language:
Bridging History and Contemporary Culture
The visual identity for Begas reflects its dual role as a historical and modern institution. At the heart of the branding is a reimagined Begas signature, a symbol of artistic continuity and legacy. This is paired with a contemporary design system that includes a clean typographic framework, a refined but approachable color palette, and a clear layout structure.
Tone of voice played a central role in communication. Across social media, posters, and on-site materials, warm and humorous language is used to lower barriers and invite curiosity. The goal was not just to redesign how the museum looks, but to reshape how it speaks to its audience: confident, human, and humorous.
Out-of-home strategies and digital touchpoints were developed to expand the museum’s reach beyond its physical space. Meanwhile, on-site materials were designed to enhance visitor experience and reinforce the museum’s renewed identity. The result is a cohesive visual language that could turn Begas into a recognizable and welcoming presence, deeply rooted in the region, yet open to all.
Outdoor poster 360 x 180 cm
(3)
Print Newsletter 105 x 148 mm