MUSEUM OF CONTEMPORARY ART SAN DIEGOBrand Identity, Publication, Web Design
SAMANTHA BITTMANVisual Design, Exhibition Design, Generative Design, Installation
THE WORLD’S LARGEST TOY MUSEUMBrand Identity, Publication, Web Design
SEVENUIUX Design, User Research, Visual Design
ECOS&PET
Packaging Design, Brand Identity, 3D Modeling, Rendering
SKYPEOPLE (INTERN)
Brand Identity, Visual Design, UI Design
PLAYGROUND
MORE ABOUT ME
Hi! I’m Rachel Liu,
a Graphic Designer
I wield the power of design to
breathe life into business visuals, infusing my passion for type,
graphics, and colors into every
project. Join me in the vibrant world
of visual storytelling!
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©2024 Jia LiuMUSEUM OF CONTEMPORARY ART SAN DIEGO
The Museum of Contemporary Art San Diego (MCASD), situated in the stunning La Jolla beach area, houses an impressive collection of contemporary artworks. However, the museum's existing design style, while harmonizing with the beach environment, fails to capture the essence and distinctiveness of contemporary art.
Inspired by the vibrant, avant-garde, and diverse exhibits within MCASD, I embarked on a rebranding project aimed at creating a visual identity that complements the museum's location while emphasizing its unique position as a hub for contemporary art. Through bold colors, dynamic shapes, and a fresh perspective, I sought to make MCASD "pop up" along the beach, captivating passersby and inviting them to engage with the transformative power of contemporary art.
LOGOThe logo and typeface design are centered around a custom modular typeface I created using modern geometric shapes, named “Innovate.” This typeface represents MCASD’s dedication to innovation and creativity. Building on its foundational grid system and shapes, I developed two additional typefaces: “Inspire” and “Integrate.” “Inspire” reflects the museum’s mission to spark creativity and curiosity, while “Integrate” symbolizes the blending of diverse cultures, histories, and artistic mediums. Together, these typefaces form a cohesive visual language that embodies the museum’s role as a dynamic hub of artistic exploration and cultural dialogue.
Brand PostersThis series of posters seamlessly blends the three typefaces - "Innovate," "Inspire," and "Integrate" - creating a unique and harmonious visual language. Through the interaction and fusion of these typefaces, the posters convey MCASD's core principles: innovation, inspiration, and the convergence of diverse cultures. The bold and creative poster designs capture the viewer's attention while showcasing the museum's avant-garde and multifaceted nature. This series of posters will be used for the museum's official promotion, presenting the unique charm of MCASD to the public.
Event PostersExhibition Introduction Poster Series:
In this series of posters, I experimented with the shapes of the typefaces, applying different stretches and transformations to create a playful and dynamic visual experience. The clear and prominent text introduces the exhibitions in a straightforward manner, making the information easily accessible to the audience.
Info PostersInfo Poster Series:
The Info Poster series serves as a comprehensive guide to the museum's important events and exhibitions, presented in a calendar format. By utilizing the custom typefaces in a clear and organized layout, these posters provide visitors with an at-a-glance overview of upcoming attractions.
WebsiteTo enhance user engagement, I incorporated dynamic elements into the website design. A captivating logo animation greets visitors, setting the tone for their journey through MCASD's virtual space. As users navigate the pages, thoughtfully crafted motion graphics guide their attention to key content, highlighting essential information and creating a sense of interaction.
The integration of motion design elevates the user experience, transforming the website into a dynamic and engaging digital environment that aligns with MCASD's commitment to innovation and creativity.
Booklet
Collateral
Spatial
Mobile APP
Social Media