In appreciating contemporary art, they go beyond the aesthetic experience of the object itself, recognizing that the most defining and irreplaceable feature of art is its ability to evoke feelings of unease and destabilization. It provokes, astonishes, and leaves a lasting impression.

In our work on the visual identity project, we aimed to develop a system that would be unique and distinct in representing the art collection, user-friendly and imbued with an air of mystery.

Each element of the visual identity system was designed based on careful research. However, our primary goal was to capture the character and emotions evoked by the collected artworks—hypnotic feelings of wonder, fascination, and unease. We decided to focus on the recurring motifs of the eye and water.