A classical vision, re-seen through contemporary design.
A branding and editorial project for a cultural institution exploring how classical art translates to digital audiences. We developed a comprehensive visual identity that honors tradition while speaking to contemporary sensibilities.
The system spans an identity, a digital home, a printed catalogue, and a social-first editorial framework — each carrying the same considered tone across media and scale.
A deep dive into institutional archives, audience research, and a careful read of the cultural landscape the work would enter. We mapped what made the collection singular — and what kept contemporary visitors at arm's length.
The brief: translate scholarly depth into a presence that feels generous and current, without diluting either.
Concept moved from a single idea — "beyond the frame" — into a working visual system: a typographic hierarchy built on editorial serif and humanist sans, a restrained warm palette, and a grid that allows imagery to breathe at any scale.
Brand guidelines were written to be useful, not policed — a tool for the team rather than a museum piece in itself.
Website, printed catalogue, social templates, exhibition signage and a small family of digital assets — each piece designed to sit comfortably alongside the others. The same logic, scaled to context.
Templates were built so the institution's team could continue the work without me; the system is meant to outlive the project.
The work translated something we'd struggled to articulate — that classical doesn't mean distant. The new system gave our team a way to speak in the voice we'd always meant to.