Lux Art Institute
Visionary startup redefines the museum experience.
Lux Art Institute merges studio and museum into a single concept with an innovative artist-in-residence program. Starting from the ground up, the organization needed to build a building—and a brand.
Drawing from an iconic architectural feature, a square motif suggests a window into the world of art and the artist. The simple, efficient identity system is understated enough to allow the work to shine through.
With a tight vertical format that thrusts the art forward, quarterly newsletters give members an up-close look at the artist-in-resident’s work.
To compete with more prominent non-profits, event invitations put the brand’s creativity-celebrating personality in VIP mailboxes.
The brand’s square motif became an essential element of the website, creating consistency within a responsive grid for event announcements, a sortable calendar, an artist archive, and more.
The unfettered creativity at the heart of the brand is emphasized in an extension of the identity to Lux’ popular youth program.
With its communications consistently recognized within the museum community alongside well-known organizations such as The Smithsonian, The Metropolitan Museum of Art, and MoMA, Lux gained credibility beyond its relatively modest footprint.