Project Overview
About the Project
NOOR is a conceptual museum identity system inspired by the relationship between light, space, nature, and human perception.
The project began with the idea of a spotlight: how light guides attention, creates emotion, and transforms the way an object is seen.
Visual Direction
The visual direction is bold, warm, refined, and simple in its storytelling. The orange-red palette draws from sunsets, earth, and organic light.
Across environmental graphics, campaign applications, merchandise, and digital extensions, NOOR becomes an immersive identity system built around observation and participation.
Project Type: Self-Initiated Museum Identity
Role: Brand Designer / Art Director
Scope: Naming, logo design, brand identity, visual system, environmental graphics, campaign applications, merchandise, AI-assisted visuals, photo research, photo editing, and digital extensions
Tools: Adobe Illustrator, Photoshop, InDesign, After Effects, Seedance (AI Video Generation), AI-Assisted Image Generation
Creative Direction
Creating NOOR was both challenging and rewarding. I used AI as a creative tool to bring the museum concept to life, writing concise prompts to generate visuals that made the project feel as realistic and immersive as possible. After researching existing museum identities and luxury branding, I developed a logo system inspired by NOOR’s futuristic and sophisticated experience.
The two “o” letters became the foundation of the mark, referencing both the circular spotlight used to illuminate artwork and the immersive nature of the museum itself. This circle then became a recurring visual device throughout the identity, creating a bold, refined brand system built around nature, experience, repetition, and motion.
Environmental Identity
The environmental identity was designed to carry NOOR’s visual system into the physical museum experience. I used the circular form from the logo as a recurring element throughout the signage, creating a consistent connection between the brand mark and the space itself.
Since NOOR is centered around immersive light experiences, subtle glowing details were also incorporated into the signage system, allowing the lighting, wayfinding, and brand identity to feel connected as one cohesive experience.
Looking ahead, I also imagined NOOR with a digital-first wayfinding and scanning system, reducing the need for printed materials unless they were necessary. This supported a more future-ready museum experience while keeping the identity flexible, sustainable, and easy to navigate.
Light Signage
Digital & Public Applications
NOOR’s digital and public applications were designed to lead with the museum’s most distinctive asset, its immersive light experience. The homepage, digital ads, and public-facing materials use the brand color, spotlight-inspired imagery, bold typography, and clean layouts to create a recognizable visual presence. Through my research, I found that strong museum branding often relies on color, composition, and typography to stand out, so those elements became central to the final direction.
The goal was to create a sense of curiosity and atmosphere, giving viewers a glimpse of the experience before they enter the space. QR codes were also included to support quick digital access and connect the public applications back to the website.
One of the challenges of this project was using AI to create both imagery and video that aligned with the vision I had for NOOR. It required careful art direction, experimentation, and refinement to achieve visuals that felt cohesive, realistic, and true to the immersive experience I wanted the brand to convey.
Campaign
The campaign also served as a valuable testing ground for measuring engagement and gathering insights that could inform future partnerships and activations. Visitors who participated in the pop-up received a personalized video from the experience, giving them a memorable preview of what NOOR could offer while creating content they would be excited to share.
To extend the campaign's reach, a social media giveaway encouraged visitors to tag friends and share their experience, helping generate organic awareness. Combined with QR code access and email collection, the campaign was designed to create value for both the audience and the museum, building excitement, increasing visibility, and supporting long-term growth.
Museum Merchandise
Interactive Billboard
I imagined the billboard using an AI-based detection system that could respond to each viewer in real time. As someone approached, the display would generate a unique orbital light pattern around them, creating a visual interaction that would never repeat the same way twice. If the viewer pointed or moved toward the screen, the pattern would intensify, making the experience feel more personal and participatory.
This concept brought the identity full circle by connecting advertising, motion, technology, and experience into one brand moment. It reflects the way I approached NOOR as a system, not just a logo or campaign. Every touchpoint was designed to support the same idea: a simple, sophisticated, immersive museum brand that feels memorable, future-facing, and emotionally engaging.