2015

Hive Institute

Client: Curatorial Practice, MFA
Class: Design Studio II
Role: Brand & Identity Designer

Summary

Hive Institute is an imaginary museum that was conceived through a collaboration between the Graphic Design, MFA and Curatorial Practice, MFA programs at Maryland Institute College of Art (MICA), where graphic designers are paired with curators to bring their museum concept to life.

Hive Institute is a hypothetical, intensive Summer school program that selects top-tier middle school students from around the world to come together to immerse themselves in a collaborative, developmental, and artistic learning experience. Students explore their artistic disciplines and their applications to non-artistic disciplines such as math and science. At the end of the program, they are prepared to become artistic leaders in their home communitites.

Process

Research & Discovery

Before any design work could begin, I met with the curators to learn more about Hive Institute outside of what they presented in the initial imaginary museum pitch. In combination with the meeting and presentation notes, I consolidated the information into a list of key terms that described the mission, values, and concept of the Hive Institute.

  • Mobility
  • Incubation
  • Power of Many
  • Collaboration
  • Social Activity
  • Activating Spaces
  • Buzz
  • Social Impact
  • Creative Intervention

Visual Research

I created a visual mood board that was inspired from the key terms above to begin establishing a visual language that resonated with these key terms.

Concept

After some exploration with hexagons and the number 6, The Hive Institute's identity made use of scattered circles to represent students as bees in an active, social, and collaborative environment.

Color Palette

Warm, vibrant colors were used to reinforce the idea of activity and movement amongst the young students and the temperature that comes with the hot Summer months. The vibrancy in the colors were especially important when students were performing and traveling outside of the institute. Using these colors in clothing would help chaparones and guardians identify the students in large crowded areas.

Typography

I selected two typefaces to use in Hive Institute’s identity. Brandon Grotesque is used for the primary, secondary, and department logos. This typeface introduces a soft and friendly feel that can be seen in the primary and secondary logos. In contrast, Adobe Jenson Pro is used as both a display typeface and body text.

Logos

The primary and secondary logo uses a soft, friendly approach through its lower case letters and rounded typeface.

Department Logos

To develop the institute's identity I dedicated 6 departments for students to enter for the summer school component. The number 6 was derived from the number of sides on a hexagon, the shape that the bees nest was constructed of. These departments included, Code, Fashion, Design, Music, Video, Dance, all of which had their own branded logo that aligned with the institute's primary and secondary logos.

music department logo
code department logo
video department logo
fashion department logo
design department logo
dance department logo

Deliverables

Hive Institute is an imaginary museum that was conceived through a collaboration between the Graphic Design, MFA and Curatorial Practice, MFA programs at Maryland Institute College of Art (MICA), where graphic designers are paired with curators to bring their museum concept to life.

Letterheader

Hive Institute Acceptance Letter
Once accepted, students receive a special invitation letter through mail.

Signage

department lamp banners
During summer, banners and way finding would line the campus roads.

Swag

hive institute black back packs
hive institute grey back packs
During the summer component, students travel as a group and their backpacks and shirts are branded and bright to spot the students, especially when traveling amongst large crowds.

Promotional Posters

this is a test
Hive Institute is a hypothetical summer school program, which selects top-tier middle school students from around the world to come together to immerse themselves in collaborative, learning experience. The students explore current or new artistic disciplines with the goal of their application to other disciplines, such as science, medicine, etc where artistic disciplines are explored in conjunction with "non-artistic" disciplines.

Exhibition

Imaginary Museum
Pinkard Gallery, Bunting Center
Maryland Institute College of Art
March 27 - April 12, 2015