One of my first major projects at the Asian Art Museum was to refresh the brand identity, building on the 2013 Wolf Olins system as a foundation. Under the leadership of Barbara Bass Bakar Director and CEO Dr. Soyoung Lee, the museum is embracing a modern, welcoming, pan-Asian identity that can evolve with the institution.

The work is ongoing, focused on developing templates and systems to guide a full rollout. The first phase prioritized key physical elements including building graphics and out-of-home signage, ready in time for the museum’s Annual Meeting in September.

Project
Asian Art Museum
Brand Refresh

Role
Creative Direction
Brand Designer

Skills
Brand Direction
Graphic Design

Project Duration
3 Months

Team
Creative Direction: Sky Alsgaard
Photographer: Kevin Candland
Brand Designers: Sky Alsgaard & Desirée Sapphire

While the 2013 Wolf Olins guidelines provided a strong base, more than a decade of use had led to fragmentation, with decommissioned fonts, an unwieldy color palette, and inconsistent application. I have updated the typography, refined and modernized the color system, and am creating comprehensive templates spanning signage, wayfinding, marketing and development communications, email campaigns, and internal brand guidelines. The work touches nearly every visual aspect of the museum, building a cohesive foundation for how the institution presents itself inside and out.

A central goal of the refresh is to create an identity that represents all of Asia. I developed a series of graphic artworks using 16th-century Chinese puppets, chosen for their energy and contemporary feel, to reflect the museum’s creative spirit. To unify them visually, I reimagined the puppets in a warm, cohesive palette and paired them with a modern abstract pattern. The result is an identity that feels Asian in spirit without being tied to any one culture, connecting across the 26 countries the museum represents.

The first phase of the brand refresh was the rollout of key physical and event elements for the 2025 Annual Board Meeting. I designed invitations, VIP tickets, welcome screens, and stage graphics, continuing to use the puppet series to create continuity with the other brand graphics.