Project — E: Museum of Contemporary
Photography
Photography
Client:Personal Work
Role:Art Direction
Role:Art Direction
Overview:
A rebranding project for MoCP, redefining its visual identity to better reflect its role in exploring the artistic, cultural, and political impact of photography.
Concept: Inspired by MoCP’s mission, the logo concept centers on expansion and discovery—using overlapping frames to represent connecting cultures, shifting perspectives, and capturing something new
Design Approach:
Concept: Inspired by MoCP’s mission, the logo concept centers on expansion and discovery—using overlapping frames to represent connecting cultures, shifting perspectives, and capturing something new
Design Approach:
- Developed a logo built from expanding, overlapping box forms
- Used the outline and intersections of the logo as a framing device for imagery and content
- Created flexible linear compositions that adapt based on image ratios
- Extended the system across posters, broadcast, interior, and business cards for a cohesive identity
Instructor: Simon Johnston
Design: Yewon Kim
Design: Yewon Kim