The MullenLowe Design Studio gives The Branch Museum of Design in Richmond, Virginia, a hand up the cultural ladder with a fresh and flexible new visual identity based on architect John Russell Pope’s original blueprints.

Fabio Brigido, head of design at MullenLowe Design Studio: “The beauty of this project is it’s a design system for a design museum. Add in the cultural context and tradition this museum represents, and I couldn’t dream of a better brief.

“This project started and ended with the belief that design is not one thing. The Branch Museum dropped ‘Architecture’ from its name to encompass all design — from art and fashion to motorcycles and music.
 

“While creating brand cohesion, the design remains flexible with an open color palette and modular structure that allows the design to adapt to each artist and exhibition.”

 
“Every element, from the logo to the sonic branding, is drawn from architect John Russell Pope’s 1919 blueprint — giving The Branch a contemporary identity that feels like the truest expression of itself.

“While creating brand cohesion, the design remains flexible with an open color palette and modular structure that allows the design to adapt to each artist and exhibition.

“As museums across the country are under scrutiny and pressure, The Branch is challenging the traditional museum narrative with the ambition to shift perspectives through the power and possibility of design.”
 
 

 
Client: The Branch Museum of Design

Agency: MullenLowe

Production: MullenLowe Design Studio
Head of Design: Fabio Brigido, João Paz
Head of Motion Design: Christian Meissner
Design Director: Allie Hughes, Samuel Simões, Cacá Barabás
Associate Design Director: Rafa Rosa
Senior Presentation Designer: Llewellyn Hensley
Motion Design Intern: Ray Chen
Graphic Design Intern: Erin Secosky
3D Artist: Sergio Paulo

Music: Evil Twin
Co-founder/CCO: André Faria
CCO: Murilo Faria
CD: Pedro (Peter Sauces) Caldas