Lionel Tay Yee Dang //

Lionel Tay Yee Dang
Communication Design
Singapore Art Museum Re-Branding (Identity System Design)

The brand concept builds on the vision and mission of the museum; to encourage people to participate and see the connection between their own creativity and the creativity of the artists exhibited in the museum. A key aim of the brand system is to encourage people to interact with the various brand materials and show how creative expression can be for everyone. This is achieved by presenting the brand materials as not only communication items but also as blank ‘canvases’ for visitors to draw on and interact with.