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Seattle Asian Art Museum: Rebrand
Brand Identity, Environmental, Web Design
The Seattle Asian Art Museum, part of the Seattle Art Museum family, is in a restored historic art deco building in Volunteer Park. It recently reorganized its collection by theme instead of geography, making it the only museum in the U.S. This new approach showcases the variety of Asian cultures, histories, and beliefs. The updated exhibits allow visitors to discover Asia's diverse art and stories.
Challenge:
| After a recent reorganization, the Seattle Asian Art Museum's brand no longer matched the improved visitor experience, prompting a rebrand to align with its new approach. |
Tools: Illustrator, Indesign, Photoshop, Figma
Collaborators: Daniel Curbelo, Adnan Mohamed, Aj Tuan Le, Paola Eligio Romero (Research and Discovery)
CONCEPT BOARD
During my visit to the newly reorganized Seattle Asian Art Museum, I noticed the historic Art Deco building added to the viewing experience. The warm architecture surrounding the artwork provided a subtle sense of history. The idea of using a pattern inspired by the building's design for the brand clicked. It connects the art to the historical setting and creates a cohesive viewing experience for visitors
This rebrand is inspired by the museum’s historic Art Deco building. The chevron pattern, layered designs, and warm colors complement the artwork without representing any single country's style. This approach celebrates unity across Asia by avoiding specific cultural references. The chevron relates to Art Deco architecture, the layered compositions suggest depth and complexity, and the warm palette creates an inviting atmosphere. The rebrand highlights the shared human experiences that connect diverse Asian cultures while showcasing the museum's mission of bringing together the region's artistic expressions.
BRAND APPLICATION
WEBSITE