REDSPACE is a fictional experience-based museum branding project. Psychology states that red is the color that causes the strongest human reactions. Using this concept as a starting point, I developed the concept for a space that treats human stories and associations to the color red as an element that connects humanity together. The extent of this project ranges from conceptual development to visual identity creation to promotional material to exhibition graphics.
The RED is... 2022 Global Exhibition Experiment is a global display of various associations of the color red. Using recycled REDSPACE color swatches, patrons around the world will write a story relating to the color red, essentially expaining what RED
is to them. They will then post these stories in public locations worldwide. The RED is... exhibition is a display of documentation of the global show.
When creating the visual identity for REDSPACE, though I wanted a polished look, I still wanted the branding to be approachable for multiple audiences. I chose to title the “museum” REDSPACE in order to distinguish it from the hierarchal connotations of traditional museum institutions. The logo uses circles to symbolize the connectivity of the color. Though the final logo uses two separate circles, the abstracted word “RED” merges the two shapes together in unity. The logo set consists of a primary logo, secondary logo, and logo mark.
When designing the poster for the exhibition, I interviewed various people on their personal red associations, and based off that I used layered transparencies, images, and text to bring their responses to life in the form of a poster, mimicking the actual swatches that would be posted around. the world.
To accomodate for the virtual space we are currently living in as a result of COVID-19, I converted the posters into Instagram stories and posts for promotion in a virtual space.
In addition to the flat posters, I created promotional videos that would play on digital platforms such as the REDSPACE website and social media. Because the exhibit is stylistically inspired by the commonalities between polaroid pictures and color swatches, I created an animation simulating the action of physically posting a RED is... story to its public space.
This brochure would be handed out to REDSPACE visitors while the RED is... exhibition is on display. It combines photographic and typographic elements to push the color swatch-meets-polaroid similarities a step further.
When creating the spatial graphics for REDSPACE, it was important that the environment in which they were displayed weren’t completely sterile, to further reject the traditional museum setting. REDSPACE should look like a real location in which people can feel comfortable and actually exist in.
Using the visual correlation between polaroid images and color swatches, I used the concept of taking something out of context by giving it a white border and turned it into an experience for exhibition visitors. These di-cut polaroid frames would be used as the admission tickets to REDSPACE. Guests could then use the ticket to frame parts of the exhibition for their own photos.
Designed for accessibility and engagement regardless of age, education level or background, the REDSPACE website uses shifting transparencies and circular elements to enhance the user experience.