Kate Lee

Graphic Designer




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Academy Museum

Brand Strategy
Visual Identity 
Experience Design
This rebrand for the Academy Museum creates a contemporary visual identity that celebrates the evolving nature of cinema. At its core is the “am” logo, serving as both an abbreviation and a personal statement that invites visitors to become part of cinema’s story. Its expandable center transforms across applications, creating compositions inspired by changing film formats, framing, and the cinematic experience. The result is a flexible and recognizable system that honors film history while embracing the future of storytelling.


Spatial


Poster



This poster series for the Academy Museum uses an exposed grid system to reveal the structure behind filmmaking. Inspired by storyboards, editing layouts, and production documents, the compositions layer film stills, typography, and abstract forms to show both the creative process and the finished cinematic experience. Together, the series invites audiences to look beyond the screen and become part of the story.


Website



I translated the Academy Museum's visual identity into a responsive website that extends the editorial grid system into a digital experience. Structured layouts and layered imagery guide visitors through exhibitions, screenings, and museum experiences while reflecting the behind-the-scenes process of filmmaking.



Brand Applications

The visual identity extends across stationery, postcards, and admission tickets through a consistent editorial grid system. Structured layouts, bold typography, and layered compositions create a cohesive brand that reflects both the filmmaking process and the museum experience.



Digital 

The new brand identity extends into digital through a series of Instagram posts and stories for the Academy Museum. Using the editorial grid system, layered imagery, and bold typography, the content highlights exhibitions, screenings, and behind-the-scenes moments in filmmaking. The result is a cohesive social presence that feels engaging, organized, and connected to the museum experience.


Exhibition

Inspired by the theme The Art Behind Every Shot, this exhibition reveals the creative process behind Park Chan-wook's films. Visitors move through his work as both audience members and observers of the craftsmanship that shapes each cinematic moment.



Print

This foldout guide serves as both a screening calendar and a collectible keepsake for the Park Chan-wook exhibition. One side provides visitors with the full screening schedule, while the reverse unfolds into a mini poster inspired by the fragmented narratives and psychological tension of his films, inviting visitors to revisit the exhibition long after leaving the museum.



Merchandise

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