This conceptual project is for the Saginaw Art Museum. In this project, the Saginaw Art Museum had recently been awarded a grant that they would like to apply to a rebrand of the museum, with the goal of developing a museum program that is more expansive, inclusive, educational, and engaged with the public and other fine art institutions.

With this, I put together a rebranding proposal for the Saginaw Art Museum. This will include a new logo and its application to various printed material, corresponding signage and other wayfinding strategies, and proposals for brand outreach and community engagement.

I kept some of the original flair, using the old logo in a new and more modern way. I liked their idea of bright colors but shifted the palette to make it more sophisticated and appealing to a broader audience. I was inspired by their use of layering and merging colors to create new ones, so there is a lot of overlaying of colors to create new and engaging compositions for the viewer, without incorporating too many colors into the branding.