Focus: Conceptual, interactive, and playful.

This project was developed as a conceptual communication and identity system for a fictional Museum of Digital Art. The goal was to create a brand that doesn't immediately explain itself but instead reflects the interactive and reactive nature of the exhibitions.

The Concept: Rather than guiding visitors with rigid information, the communication invites curiosity and individual interpretation. Experiences are shaped by perception, movement, and time, without a fixed outcome.

The Key Visual: A recurring element is the slightly grumpy octopus. It was chosen for its intelligence and adaptability — it can change shape and color, just as digital museum spaces respond to the presence of visitors.