I created a hypothetical brand identity for The Academy Museum, which is scheduled to open in Los Angeles in 2014. My goal was to design a system (consisting of type, pattern, color, image elements, etc.) that is capable of generating an open-ended set of variations rather than a fixed solution.

In order to showcase a wide variety of critically acclaimed films, photography needed to be integral to my design. After finalizing a consistent color scheme and type treatment, I used film photography as the flexible element and interchanged brand colors and movie stills to create endless possibilities of the main logo.

I designed several iterations of the brand using film stills, brand colors, and famous movie quotes as my kit of parts. The identity works with elements as large as exhibit entrances to ones as minuscule as museum tickets. Additionally, the identity stays fresh and adaptable over time as the library of film imagery grows.