The new visual identity system for the Chinati Foundation embraces clarity and restraint, echoing the museum’s commitment to minimalism and its deep relationship with the natural environment. Rooted in Donald Judd’s vision, the system reflects Chinati’s integration of art, nature, and human presence. A core conceptual influence was the movement of wind, an invisible yet powerful force that shapes both the landscape of Marfa and the visitor’s experience. By focusing only on essential elements, the refreshed identity becomes adaptable, timeless, and true to the foundation’s ethos.

The logo I designed draws inspiration from the collective presence of Chinati’s artworks across the wide desert terrain and the fluid motion of wind interacting with these geometric structures. The color palette originates from Marfa’s natural surroundings: the greens of the landscape, the expansive blue sky, and the muted, earthy tones of concrete. I extended these references into a visual system shaped by concrete textures, shifting desert light, and horizontal vistas, allowing the identity to feel grounded in place yet flexible across physical and digital contexts.

To elevate the visitor experience, I introduced AR signage that guides guests through Chinati’s vast outdoor grounds, creating a more intuitive and immersive journey across more than 30 site-specific installations. On the digital side, the redesigned website opens with an interactive homepage that responds to real-time wind speeds in Marfa, giving users a direct connection to the environment from their first interaction. The structure of the site remains intentionally minimal, mirroring Chinati’s philosophy while encouraging meaningful exploration of exhibitions, programs, and the institution’s history.

To complement the visual system, I developed an expanded set of collateral, including brochures, leaflets, business cards, envelopes, postcards, and stickers. Each piece incorporates geometric forms and clean grid systems influenced by Judd’s architectural sensibilities. The poster series further expresses Chinati’s identity: large-scale typographic compositions reflect the monumental installations, while generative line-based posters visualize the dynamic movement and direction of wind. A calendar poster highlights key site-specific works through a structured and legible layout.

Through this project, I gained a deeper understanding of Judd’s minimalist ethos, the intentionality behind his work, and the profound impact of land art. The process shaped not only the final identity system but also my appreciation for the subtle beauty, restraint, and environmental sensitivity embedded in Marfa’s landscape.