The HCMC Geological Museum is a niche cultural space in the heart of Saigon that preserves and showcases Earth’s geological wonders. For this student project, I reimagined the museum’s identity to make it more engaging to younger audiences, particularly Gen Z. The goal was to reposition the museum as a leading institution for education, inspiration, and community – not just a space to observe, but a space to connect.

The new brand identity is rooted in three core values: uniqueness, knowledge, and connection. Drawing from the concept of the “Ruby in the Marble,” the visuals emphasize rarity and elegance. The abstract gemstone logo, formed from interconnected lines, reflects both the natural precision of geological structures and the social connection the museum fosters. The supporting palette uses ruby red as a key highlight, symbolizing discovery within a neutral, scientific black-and-white foundation.

To appeal to Gen Z’s aesthetics and values, I designed with simplicity, modularity, and shareability in mind. This included a sub-brand system built from core logo shapes, adaptable for exhibits, merchandise, and digital platforms. Typography was carefully chosen for clarity and contemporary appeal, using Neue Montreal to convey both authority and approachability.

This project challenged me to balance visual storytelling with strategic thinking. Early logo explorations based on chemical formulas evolved into more abstract, inclusive symbols following critique. That iterative process taught me how to listen, refine, and align visuals with a brand’s mission.

Through this rebrand, I not only elevated the museum’s public image but also developed a deeper understanding of branding as a narrative-driven discipline. It’s a project that reflects my passion for crafting identities that resonate – intellectually, emotionally, and culturally.