Design Society is a museum and cultural complex in Shenzhen, founded by China Merchants Group (CMG), in association with the Victoria & Albert Museum. The institution aims to position design as a catalyst for social innovation.
Following a pop-up studio with the museum’s staff and key stakeholders, BMD developed a name that both reflects the function of the museum, as well as its mission: Design Society.
We used the traditional Chinese learning tool called the Hanzi Grid as a basis for the visual identity system, in reference to China's rich cultural past, while promoting participation and creative leadership in the future.
The brand roll-out was comprehensive, including environmental branding, digital displays, online communications, website design, and signage and wayfinding.
By branding the mission of the institution, BMD helped Design Society establish itself as an institution of global caliber that is a catalyst for country-wide transformation.