X museum Rebranding

Concept Development, Visual System & Digital-to-Physical Experience

X Museum presents itself as an inclusive platform connecting emerging art, experimental ideas, and perspectives across cultures and disciplines. In this academic project, I explored how its identity could transform the meaning of “X”—the unknown—into a consistent visual and experiential system.

I developed a subtraction-based identity in which parts of the visual language and information are intentionally removed. These absences create curiosity, encouraging audiences to question what is missing and seek a more complete understanding. The digital experience reveals only selected fragments, while the missing context is discovered more fully inside the physical museum. This system turns incompleteness into an invitation, connecting online discovery with onsite exploration.

Role: Brand Strategy & Visual Identity
Core Output: A subtraction-based identity system that uses absence to encourage discovery

Academic Brand Experience Project · Not affiliated with X Museum