Natural History Museum

This is a visual identity project for the Natural History Museum of Los Angeles County (NHM). Drawing inspiration from the organic cuts and vibrant hues found in gems and minerals, which are the hidden treasures within NHM's extensive collection, I developed a customized typeface system and dynamic color gradient for my visual language. The aim is to expand NHM's audience beyond traditional visitors, making a visit to NHM not just a family holiday activity but also an enticing option for young audiences. This approach aims to educate more citizens or visitors about the gems and natural culture of LA.

I experimented with numerous refinements on the modular typeface and cuts, and iterated through various attempts at image treatments layering richly colored gradients. It was an enjoyable challenge for me to explore the interplay of type and color, and to apply these elements across my overall design applications, ranging from posters and brochures to digital platforms.