Griffin Museum Black Hole Exhibition

A dual-concept sub-brand for the Griffin Museum that transforms the mystery of Black Holes into a bold visual identity, uniting scientific storytelling with an immersive exhibition design.

Project Scope: Brand Identity | Exhibition Design | Typography | Layout Design | Sub Brands

Project Duration: Febuary 24 –March 24 2024 (1 month)

Tools Used: InDesign | Photoshop | Illustrator

Project Objective

The challenge was to engineer a cohesive brand architecture for a high-concept scientific exhibition at the Griffin Museum of Science and Industry. Tasked with visualizing the inherently invisible phenomenon of Black Holes, the goal was to synthesize secondary research into a compelling narrative that balances institutional authority with the avant-garde mystery of cosmic physics. This required creating a "brand-within-a-brand" that could function across diverse scales from catalogs to immersive environmental graphics—while compelling a diverse museum demographic to engage with complex scientific storytelling.

Design Strategy

I developed a dual-concept sub-brand centered on the "Event Horizon," utilizing high-contrast, distorted typography and light-play to mirror gravitational lensing and the "void" of a singularity. To test the brand’s elasticity, I scaled the identity across three distinct environments: a high-impact digital landing page focused on visitor conversion, a catalog, and large-scale entryway graphics designed to dominate the museum’s neoclassical facade. By prioritizing a systematic approach to typography and layout, I ensured the exhibition identity felt like a modern, immersive extension of the Griffin Museum’s primary voice rather than a disconnected entity.

What I learned

I gained experience in spatial and large-scale exhibit design by creating an exhibition wall and catalog, which deepened my understanding of brand architecture and managing core and sub-brands over time. I learned how strategic merchandise, like a swag bag, can extend a brand and generate organic interest. This project also reinforced the value of rapid, multi-concept ideation for efficient production and strong creative differentiation.