Graphic Designer
Work
Head in LA
Event, motion, spatial, editorial, brand identity design
TimeScapes
Creative coding, generative, installation design
OCMABrand identity, exhibition, spatial, web and print design
The UnseenPackaging, product, creative direction,
brand identity design
Fenty BeautyInternship work, package, production design
Strawberry SlabFont design
EmailInstagramLinkedInRésumé
Orange County Museum of Art
Brand identity, exhibition, spatial, web, and print design.
Identity Concept
This visual identity celebrates OCMA's rich history and vibrant present. OCMA was founded in the 1960s by 13 visionary women, and my system features fine, detailed line works draw inspiration from this pioneering feminine legacy. The gradient colors reflect the hues of Orange County sunsets, capturing the essence of our skies.
The primary objective of this rebranding initiative was to honor OCMA's unique history and distinctive location, placing the museum prominently on the Southern California cultural map. This effort aims to establish a distinct tone of voice within the region's museum landscape, setting OCMA apart from established institutions.
Visual graphic system
The custom OCMA logotype is crafted from the fundamental curvatures and forms of letterforms. This simplified design connects directly to the museum's permanent collection, which centers around the natural world and California’s unique atmosphere. The minimalistic wordmark serves as the cornerstone of my visual identity, activating through its integration into the visual patterns that echo the essence of nature found in the artworks.
Posters
The delicate and detailed line art, along with the intense gradient, embody a sophistication that resonates perfectly with Orange County's aesthetic. These elements are fundamental to my brand's visual identity, reflecting the region's natural beauty and artistic depth.
The poster series for the potential exhibition 'Light, Space, Time' builds upon this aesthetic foundation. By integrating these visual elements into the exhibition posters, it does not only promote the OCMA brand but also introduce viewers to the essence of the Southern California Light and Space movement. This approach combines the elegance of the brand with the innovative spirit of the artists who define our cultural landscape.
Spatial activation
I've applied this approach across various elements such as building, parking, and
A-frame directional signage, as well as throughout interior spaces. The flexibility of my identity system ensures that these elements maintain a quieter visual presence, keeping the focus squarely on conveying information effectively. For instance, on building and wayfinding signs, I utilize only the logo, color, and typeface. Meanwhile, exhibition signage benefits from the strategic use of negative space and subtle linework to enhance clarity.
Web and Social
OCMA's site and social platforms require dynamic and engaging content to captivate their audience. Therefore, the more vibrant and visually striking aspects of the identity system take precedence in these applications. This includes employing colorful palettes and image-driven designs that amplify the visual impact. Additionally, my approach integrates motion and interactive behaviors in videos to enhance user experience and interaction.
Print Applications
The minimalist yet dynamic layout balances text and visuals to maintain interest without overwhelming the reader.
For the booklets and guides, I aimed to reflect the essence of the OCMA brand.
The use of fine, detailed line art and vibrant gradients was inspired by the natural beauty and atmospheric hues of Orange County, providing a visual connection to the museum's identity. Each element, from the cover designs to the internal layouts, was carefully crafted to offer clarity and engagement, ensuring that information is easily accessible while keeping the overall aesthetic appealing.