sophie bailey
PROCESS BOOK GRAPHIC DESIGNER + STORYTELLER 2018–2019
SELECTED PROCESS
FEATURED PROJECT
01.
DEBRIEFING
02.
DISCOVERING
03.
DEFINING
04.
DEVELOPING
05.
DELIVERING
PROCESS BOOK
THORVALDSENS MUSEUM
Featured Project
A new visual identity for Thorvaldsens Museum in Copenhagen, Denmark. Project completed for the Graphic Design Studio program with DIS, the Danish Insitute for Study Abroad.
FEATURED PROJECT—4/5
01
Debriefing Outlining the project brief.
01.
DESIGN BRIEF
Photo courtesy of thorvaldsensmuseum.dk.
PROCESS BOOK
THORVALDSENS MUSEUM
Design brief
01.
THE PROMPT
Create a new visual identity for Thorvaldsens Museum, a sculpture museum located in Copenhagen, Denmark. 02.
THE SCOPE
Develop and present a logo in positive and negative versions, choose typefaces and a color scheme, and define graphic elements, photo style, and tone of voice communciation. Apply the identity to merchandise, wayfinding signage, advertising materials, print materials, and other touchpoints of choice.
03.
THE PROBLEM
The museum’s lack of a cohesive visual identity and a strong brand voice has resulted in a lack of appeal for visitors to return a second time. It has lost its relevance as an influential player in Copenhagen’s cultural scene.
DEBRIEFING—8/9
Photo courtesy of visitcopenhagen.com.
02
Discovering Gathering insights.
01.
INITIAL RESEARCH 02.
VISUAL IDENTITY 03.
ON-SITE RESEARCH 04.
COMPETITOR ANALYSIS 05.
RESEARCH CONCLUSIONS
Photo courtesy of thorvaldsensmuseum.dk.
PROCESS BOOK
THORVALDSENS MUSEUM
Initial Research 01.
Opened in 1848, the museum was built to exhibit the extensive life’s work of the sculptor Bertel Thorvaldsen and stands as a great contrast to the pulsating city life of Copenhagen.
THE SPACE
The museum also showcases rotating exhibitions, hosts educational opportunities for schools, and is involved in various research programs.
02.
THE BUILDING
Thorvaldsen’s art sits against a colorful setting inspired by the patterns and the colors found in the excavations in the ancient cities of Pompeii and Herculaneum. The ochre colored facades are decorated with white, blue and green stripes, and, inside, the walls are covered in deep, saturated colors. Each room has an individually decorated ceiling with mythological motifs, beautiful ornaments, and a myriad of specially designed mosaic floors.
NUMBERS
1848
Year the museum was founded.
1st
First public museum building in Denmark.
1
Artists featured.
9+
Collections housed at the museum.
DISCOVERING—12/13
03.
THE ARTIST
Thorvaldsen was one of the most famous artists in 19 th century Europe, having created work for the Pope, NapoÂl eon and many of the royal families of Europe. Working primarily in plaster, Thorvaldsen took his subjects from the mythology of antiquity. His sculptures can be found today all over the world in major museums of art such as the Louvre in Paris and the Metropolitan Museum in New York.
04.
THE TARGET
The museum seeks to attract a wide range of ages and demographics, including tourists, Copenhagen locals, and students. In order to accommodate a wide range of visitors, the museum is kid friendly, wheelchair friendly, and hearing-impaired friendly.
5
Research programs.
7th
Ranking on Top 10 art museums in Copenhagen. (Trip Advisor, 2018)
60,000
Visitors each year.
3+
Educational opportunities.
PROCESS BOOK
THORVALDSENS MUSEUM
Visual Identity 01.
LOGO
According to the curator, the museum’s logo was designed within the last ten years. Though the logo corresponds to the characteristic facade of the musuem, it is outdated, used inconsistently, and does not appeal to a younger demographic.
02.
LOGO USAGE Web
Social media
03.
COLOR
DISCOVERING—14/15
04.
DIGITAL PRESENCE
In addition to their web presence, the musuem can be found on Instagram, Facebook, and Trip Advisor.
05.
APPLICATION
The logo is used differently across various platforms and online materials.
PROCESS BOOK
THORVALDSENS MUSEUM
On-site research 01.
MATERIALS AND SIGNAGE
In this phase, I took note of the signage utilized inside and outside of the museum. There is not a consistent look, feel, and message across the publications, posters, and other marketing materials that the museum produces.
DISCOVERING—16/17
02.
COLOR STUDY
PROCESS BOOK
THORVALDSENS MUSEUM
Competitor Analysis
01.
LOCAL COMPETITORS
DISCOVERING—18/19
02.
IN-DEPTH COMPETITOR STUDY STATENS MUSEUM FOR KUNST
BRIEF
Each pair of students in my studio researched a local competitor in depth. My research included an observational study of SMK and an interivew with Frantz Hansson, SMK’s museum store manager. SMK, or The National Gallery of Denmark, is the Danish national gallery, located in the center of Copenhagen. The museum collects, registers, maintains, researches and handles Danish and foreign art dating from the 14th century to the present day.
APPEARANCE
The museum featured white or neutral walls and ceilings, a grand entry way, tall ceilings, cohesive wayfinding and marketing materials, and clear signage. Navigating the museum was more intuitive than Thorvaldsens Museum.
BRANDING
The museum’s logo was created by e-Types in the 90s and is used consistently across all platforms.
MARKETING
Their primary target market is international tourists, Copenhagen locals above 40, and Danes that are senior citizens. Their main marketing tool is advertising in the Copenhagen airport. This is supported by their large-scale advertising on the museum’s facade and throughout the city, and a wide variety of giveaway print materials for visitors.
TAKEAWAYS
The museum’s identity is cohesive, bold, and recognizable. Every touchpoint within the museum is within the brand identity. Visitors can navigate the museum easily and pause in the grand entrance, museum store, or museum cafe in between exhibitions.
PROCESS BOOK
THORVALDSENS MUSEUM
Research conclusions
01.
VISUAL IDENTITY
The outdated logo and lack of cohesive visual identity has caused the museum to be a poor communicator with its visitors and to sink below the competitors as a desired attraction within the city. It’s current brand does not appeal to the young demographic it would like to reach.
02.
SIGNAGE
The lack of wayfinding signage, artwork descriptions, and exterior advertising is detrimental to the museum’s ability to attract and maintain visitors. The museum could benefit from bold, eye-catching exterior signage and a clear system for navigating the museum.
03.
POSITIONING
The museum’s desire to position itself as a welcoming and inviting fixture in the city has been unsuccessful. It’s lack of cohesion and strong brand presence has made it irrelevant to future visitors and tourists.
DISCOVERING—20/21
03
Defining Defining what matters most.
01.
DESIGN CHALLENGE 02.
TARGET AUDIENCE 03.
COMMUNICATION PLAN
Photo courtesy of thorvaldsensmuseum.dk.
PROCESS BOOK
THORVALDSENS MUSEUM
Design challenge
01.
THE SITUATION
Thorvaldsens Museum does not appeal to the younger generation and has a low rate of return visitors.
02.
THE CHALLENGE
To capture the classical museum in a more contemporary way; to appeal not just to the “usual suspects,” adults ages 50 and older, but to a younger generation of tourists, locals, and students.
DEFINING—24/25
Target audience
01.
MY AUDIENCE
Here, I drew connections between the key characteristics of the museum and what demographic they would appeal to. Then, I looked at specific breakdowns of target audiences and identified what types of brands and space would appeal to them. The target audience that I would aim to reach in my design solutions and communication plan is tourists age 18-34.
PROCESS BOOK
THORVALDSENS MUSEUM
Communication Plan 01.
THE CONCEPT
I will create a visual identity system that combines a simple, contemporary logo with graphics and colors inspired by the patterns and ceilings in the museum.
02.
THE MESSAGE
The story that my design solutions will seek to tell is that Thorvaldsens Museum is a hidden and rare gem amongst other museums in Copenhagen.
03.
TONE OF VOICE
The tone of voice will appeal to a younger crowd through an element of playfulness, while still maintaining a professional and sophisticated communication method.
DEFINING—26/27
04.
Each part of the new brand needed to interconnect in such a way that would accomplish the following objectives:
OBJECTIVES
01.
Change the way visitors perceive the museum. Thorvaldsens Museum is a traditional, dark, empty and uninviting museum that is not worth a second visit. The new brand will aim to position the museum as an inviting space that is up-to-date with it’s community and contemporary culture today and has a unique story to tell.
02.
Develop a graphical system that can translate the experience of viewing classical sculpture into a fun visual language.
03.
Preserve the historical significance of the museum whilst appealing to visitors in a contemporary way.
03
Developing Creating solutions.
01.
INSPIRATION 02.
WORDMAPPING 03.
SKETCHING
Photo courtesy of thorvaldsensmuseum.dk.
PROCESS BOOK
THORVALDSENS MUSEUM
Inspiration 01.
REFERENCES
To begin the next phase, I looked at existing museums who incorporated color and successfully balanced traditional architecture with new and bright signage.
DEVELOPING—30/31
PROCESS BOOK
THORVALDSENS MUSEUM
Wordmapping
01.
MUSEUM WORDMAP
Here, I developed wordmaps to aid in the brainstorming process and to identity key characteristics of the museum before moving into the ideation phase.
DEVELOPING—32/33
02.
NEW LOGO WORDMAP
The following map was intended to aid specifically in the brainstorming of the new logo.
PROCESS BOOK
Sketching
01.
INITIAL SKETCHES
THORVALDSENS MUSEUM
DEVELOPING—34/35
02.
FINAL CONCEPT
The new logo took inspiration from the mosaics and tiles found within the museum, a unique aspect that I wanted to capitalize on moving forward into the final design solution.
04
Delivering Finalizing the resulting project.
01.
DESIGN STYLE 02.
IMPLEMENTATION
PROCESS BOOK
THORVALDSENS MUSEUM
Design style 01.
LOGO
02.
LOGO VARIATIONS
03.
ICON
04.
COLOR #303690
#bb4a26
#89612c
#2b4d42
#2b3638
#e4e5e4
#f7f5f0
#fdbb40
DELIVERING—38/39
05.
PATTERNS
06.
TYPOGRAPHY
HK Grotesk HK Grotesk HK Grotesk
07.
IMAGE STYLE
PROCESS BOOK
THORVALDSENS MUSEUM
Implementation 01.
WAYFINDING
0 1 2 Temporary exhibition facilities Toilets Cloakroom
Thorvaldsen’s personal possessions Sculptural technical process Early portrait busts
Thorvaldsens Museum shop Information Tickets Main entrance
Thorvaldsen’s personal possessions Sculptural technical process Early portrait busts
Permanent exhibitions Stair access
Collection of antiquities Collection of paintings
DELIVERING—40/41
02.
PRINT MATERIALS
PROCESS BOOK
THORVALDSENS MUSEUM
Implementation 03.
ADVERTISING
DELIVERING—42/43
04.
MERCHANDISE
SOPHIE BAILEY
PROCESS 2018—2019
SOPHIEBAILEYDESIGN.COM DRIBBBLE.COM/SOOBAILEY
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