SMU | SCHWULES MUSEUM
A flexible visual identity and digital concept for a leading queer cultural institution.
Industry
Cultural Institution · Museum · Archive · Queer Culture
Services
Visual Identity · Motion Design · Web Design
Duration
1 Week
Tools
Figma · Framer · After Effects
Schwules Museum (SMU) in Berlin is a leading cultural institution dedicated to documenting, preserving, and presenting queer histories and cultures through its extensive archive, exhibitions, and public programming.
The project explores a rebrand concept that elevates SMU’s visual identity to better reflect its cultural significance today — while preserving the openness, diversity, and adaptability that define the institution’s spirit.
The Challenge
Reimagine the visual identity of a historically significant queer institution in a way that feels contemporary and confident — without losing the diversity, flexibility, and political depth that are central to its mission.
The Approach
Develop a modular visual identity system that balances structure and expression. The concept uses bold typography, adaptable layouts, and motion to create a living system that can respond to exhibitions, archival content, and digital communication — allowing SMU’s many voices to coexist within a cohesive framework.
The Result
A flexible rebrand concept that positions SMU as a forward-looking cultural institution, capable of supporting a wide range of exhibitions, digital content, and public engagement while maintaining a strong, recognizable identity across physical and digital touchpoints.
Final Remarks
This project reflects my interest in working with cultural institutions to develop flexible, contemporary visual systems that support visibility, engagement, and long-term relevance. I would love to continue creating thoughtful, expressive identities that help cultural spaces grow and connect with new audiences.
