ARC
Brand Strategy & Visual Identity
2026 @Den Haag, Netherlands
ARC is a conceptual museum exploring the future of creativity and the shifting boundaries between human and machine expression.
For this self-initiated project, I developed the museum from the ground up, from its positioning and brand strategy to a complete visual identity designed to connect with audiences across the entire visitor experience.
How do you build a distinctive and accessible museum brand around the future of creativity?
Building the brand from the inside out
APPROACH
I started by developing personas to explore different museum visitors, their motivations, expectations and needs. From there, I analysed the cultural landscape, identified opportunities through a SWOT analysis and defined three key audience groups: cultural early adopters, curious art lovers and the wider public.
A key strategic decision was to position ARC beyond AI-generated art, focusing instead on the broader future of creativity. This direction shaped the museum's mission, vision, values and brand personality, balancing experimentation and thought-provoking ideas with accessibility and openness.
Translating curiosity into a visual language
PROCESS
The creative concept 'Where art bends' emerged from the idea that creativity is constantly evolving, challenging existing boundaries and opening new perspectives.
The name ARC was inspired by the arch, representing a threshold between the familiar and the unknown. During the creative process, the name gained another layer of meaning: Art, Research & Culture, reflecting the disciplines at the heart of the museum.
This concept became the foundation of a flexible visual system. An A-derived arch, fluid shapes, refracted light and shifting colours create a distinctive visual language, while clear typography and structured layouts provide consistency.
A cohesive identity built to evolve
IMPACT
The result is a distinctive brand that brings the museum's vision to life across the entire visitor experience.
By combining a consistent visual foundation with room for experimentation, ARC establishes a recognisable identity that can evolve alongside its exhibitions and the changing nature of creativity.
