MoMI
MoMI
Rebranding
Rebranding
Overview
Overview
MoMI rebrands to embody its purpose as an immersive museum educating visitors on the evolution and influence of film and media through a multi-dimensional identity.
MoMI rebrands to embody its purpose as an immersive museum educating visitors on the evolution and influence of film and media through a multi-dimensional identity.
Team
Team
My Role
My Role
Research
Brand Design
Art Direction
Motion Graphics
Research
Brand Design
Art Direction
Motion Graphics
Tools
Tools
Figma
Miro
Adobe CC
Sketchup
Figma
Miro
Adobe CC
Sketchup
Duration
Duration
15 Weeks
15 Weeks
Problem
The Museum of the Moving Image struggles with low brand recognition compared to larger museums, with its current visual identity not clearly or compellingly showcasing its interactive and immersive position as an experiential storyteller, posing future struggles to stay relevant amidst the evolving nature of film and media.
The Museum of the Moving Image struggles with low brand recognition compared to larger museums, with its current visual identity not clearly or compellingly showcasing its interactive and immersive position as an experiential storyteller, posing future struggles to stay relevant amidst the evolving nature of film and media.
Solution
A dynamic brand system that inspires curiosity, creativity, and participation, rooted in MoMI's purpose as an experiential storyteller and is reflective of its forward-thinking and unique personality, fostering greater brand distinction and relevance within the cultural landscape.
A dynamic brand system that inspires curiosity, creativity, and participation, rooted in MoMI's purpose as an experiential storyteller and is reflective of its forward-thinking and unique personality, fostering greater brand distinction and relevance within the cultural landscape.
Brand Profile
Brand Profile
Brand Positioning Statement
Brand Positioning Statement
For film and media enthusiasts, the Museum of the Moving Image is the paramount in immersive and experiential museums that provides its visitors with a unique opportunity to engage with the magic of film and media that has influenced society because of how the moving image has been a vital part of shaping contemporary art and culture.
For film and media enthusiasts, the Museum of the Moving Image is the paramount in immersive and experiential museums that provides its visitors with a unique opportunity to engage with the magic of film and media that has influenced society because of how the moving image has been a vital part of shaping contemporary art and culture.
Vision
Vision
Creating a lasting experience around the moving image and express how it shapes what we see and feel in the world.
Creating a lasting experience around the moving image and express how it shapes what we see and feel in the world.
Core Values
Core Values
Diversity & Inclusion
Educational Engagement
Innovation
Diversity & Inclusion
Educational Engagement
Innovation
Design Principles
Design Principles
Avant Garde
Avant Garde
Bold
Bold
Fluid
Fluid
Accessible
Accessible
Visual Identity
Visual Identity
"The Black Box"
"The Black Box"
The master logo symbolizes the museum's transformation and creativity, echoing the gathering of audiences around storytelling and performance by utilizing a central motif to create the illusion of a black box theater or stage.
A secondary logo monogram featuring the museum's anagram.
A tertiary logo consisting of just the logotype
The master logo symbolizes the museum's transformation and creativity, echoing the gathering of audiences around storytelling and performance by utilizing a central motif to create the illusion of a black box theater or stage.
A secondary logo monogram featuring the museum's anagram.
A tertiary logo consisting of just the logotype
As MoMI's current visual identity is inspired by their architectural design, we elevate it in this multi-dimensional rebrand, with the logo and other graphical elements built upon the isometric grid of their building located in Astoria, NYC.
Dynamic System
Dynamic System
Inspired by the idea of “The Black Box”, the adaptable performance space of a theater to our silver screens.
Each brand category is organized by color and visualized with our logo motif, which creates a perspective illusion inviting the viewer to look beyond the frame.
Inspired by the idea of “The Black Box”, the adaptable performance space of a theater to our silver screens.
Each brand category is organized by color and visualized with our logo motif, which creates a perspective illusion inviting the viewer to look beyond the frame.
LIGHTS.
CAMERA.
MOMI
Applications
Reflection
Reflection
