Branch Museum of Design

Excerpt from Ad Age: 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.”