Located in Mexico City, Museo Tamayo was founded by artist Rufino Tamayo to showcase international contemporary art. It blends modernist architecture with a forward-thinking curatorial approach, hosting exhibitions, performances, and public programs that foster dialogue between global and Mexican artists. Engage younger audiences by transforming the museum into a participatory, evolving cultural space. Using kinetic branding, they can move around the space as the logo assimilates with the space. Bold, inclusive, and curious.
Client
Behance
DELIVERABLES
Photography Branding
Year
2016
Role
Creative Direction
Design strategy
Museo Tamayo had a respected modernist legacy and an established art audience, but it needed to reach younger visitors who expect culture to be participatory, not just observed. The challenge was to open the museum up without diluting what made it serious. My strategy was an identity that behaves rather than sits still. A kinetic logo that moves and adapts to the space turns the brand into something visitors experience as they walk through the building. Grounding it in research on the museum's architecture and curatorial history kept it authentic for the existing audience, while the motion and openness invited a new one in.
Institution research
Through dynamic research into Museo Tamayo’s architectural legacy and curatorial ethos, this project evolved from a historical lens into a contemporary reimagining of the museum as a living, agentic system. Originally conceived as a modernist space for international dialogue, the museum is now interpreted as a modular platform for cultural negotiation and speculative futures. This shift foregrounds participatory design, digital interfaces, and generative identity systems—transforming Museo Tamayo from a static archive into a responsive, experimental ecosystem for contemporary art and design.
