Kitchensink Case Study

Branding 2.0DD20 Jane

Sunday, 14 August, 11

The clientWe are a museum of contemporary art that is located in False Creek South, Vancouver. We display works from local young and emerging artist, as well as hosting some events where we invite international artist to perform in our museum.


The Brief

We want to be a go to community place for local people, and attraction to tourist


Target Audience

•Primary: Local community in False Creek age 20-45

•Secondary: Tourist


Deliverables• Logo and Name

• Signage

• Ticket

• Bag Design

• Look for posters

• Stationary

• Gift shop items

• Storefront


To understand better about contemporary museum, I decided to do a competitive analysis. Competitive analysis is use to understand what the other museum do, and also to analysis current trend, target audience, and norms


Competitive Analysis


MAD (Museum of Art and Design)

• Involvement

• Fun, engaging

• Experiential

• Fun, humour

• Define target in terms of artistic standing

• Basic shapes - art/design

• Ordinary to extraordinary

Target AudienceUnique points• Young- in the know

• Technologycally advance

Self definition of art


MoMA (Museum of Modern Art)

• Modern Art

• Huge collection

• 2 locations

• Multimedia not discrimination

• Clean modern design / Bold/

Unique points

Museum is canvas for showcasing art


AGO (Art Gallery of Ontario)

• Dynamic, vibrating

• Timeless, iconic

• New thinking and star architecture

• Extensive collection

• Socially popular

• Learning Center

• Classics, blockbuster

• Travelling Exhibit

Target AudienceUnique points

• Families

Biggest show in town


Museum of London

• ID changes according to arena

• All about London

• Relevant contemporary

• “Free” by donation

• Education

• Balance of old and new

Target AudienceUnique points• Families

• Hip youngster

Younger. hipper. topical


MoV (Museum of Vancouver)

• Revolving exhibition

• What happens in Vancouver

• Artifacts

• Education. fresh New 60’s Pop Art

• Rentable space/crafting/sales

Target AudienceUnique points

• Local, topical

Vancouver culture


After competitive analysis, there’s clear there’s a need to find a unique point that will differentiate this museum against another museum. So I do brainstorming to find the most interesting facts around museum.



Facts• Most people go to museum for recreational rather than pure educational

• Getting people more interested in arts are much easier when they tried it themselves


With these two facts, it’s pretty clear that what our points of difference will be that this museum should be also a community place where visitors can get down and dirty

experiencing and experimenting art.


The Big Idea

Art lab


Art lab means that it is a place where visitor can experiments with art. It can mean that they experiment for the first time, or just go there because they want to continue with what they are doing.


Name Exploration


The name of the museum should reflect it’s ‘get down and dirty’ experimenting spirit. I start the naming process by opening the dictionary and thesaurus. Finding the synonyms and meaning of the words will show possible words that can be use.





Final nameKitchen-sink


Kitchen-sink are words that is often use to describe eclectic mix of a lot of thing. And since contemporary is an art style that in essentially a compilation of dozen other small art movement, kitchen-sink became the perfect name for a contemporary museum.


Three direction


Minimalist


The idea behind minimalist is to let the museum as a canvas of the artwork.


Vector


Vectored style is used to generate a clean and precise feeling


Organic


The idea between organic is to have a feeling where it is okay to be messy and dirty, that this place is the place to get messy and dirty.


Logo exploration


In logo exploration, I tried to play with custom made fonts and hand written fonts to implying the organic feeling.



This exploration did not end well as these type of logos are hard to be applied in any items. In the end, it was decided that making a word mark then treat them with paint will be the best way to go. The exploration below are the experimentation that I made to get that word mark.



Final word mark



Logo variation


Now that the word mark is done, it’s time to make the logo. I tried to directly combine the paint into the word mark, but it will make installing the logo will be hard later on. In the end, it is decided to make two versions of logo, a coloured one and a word mark.


Exploration


Final Version


Contemporary Art Gallery


Contemporary Art Gallery


Style guide



Application


Museum front


Art starter kit


Business Card


Shopping Bag


Stationary


Coffee cup


Poster


Shirts


Entry ticket


Thank you


Documents

Kitchensink Case Study