The goal was to engage a younger, culturally curious audience while spotlighting names like Yinka Ilori, Tony Cokes, and Minttu Vesala. The creative system needed to reflect the joy and diversity of the programme, feel fresh and contemporary, and remain adaptable yet recognisable across formats. Most importantly, it also had to capture both the carefully curated exhibitions and the spontaneous energy of the museum’s courtyard events.

Colourful Echoes became our central creative concept, we saw it as a response to the city’s summer energy and the artists’ vivid palettes.

We crafted a layered visual system built around fluid gradients, used as expressive backgrounds and animated transitions. These were fragmented across block overlays while accordion-style motion provided rhythm and depth across both still and moving imagery.

Over two production days, we captured interviews with featured artists and the museum director, along with rich documentation of the exhibitions and live events.

All footage was edited into a series of short, high-energy clips, including artist- and event-specific videos (Tony Cokes, Yinka Ilori, Night of the Arts and Maja Ambient), as well as a final showreel capturing the full arc of the season.

Still photography was produced in parallel, creating a fully cross-platform output that extended the identity into every public-facing moment.

This was an end-to-end collaboration. From shaping the concept to defining the animation logic, designing every graphic asset, directing production, editing content, and delivering final files across platforms, we ensured that every detail aligned with the museum’s tone and ambitions.

The identity brought a sense of motion, energy, and coherence to Amos Rex’s Summer 2025 season. The films and imagery offered a modern lens through which to experience the museum: accessible, vibrant, and architecturally grounded. The project demonstrated how a unified visual system can scale from social-first storytelling to institutional documentation, while amplifying the voices of artists and reinforcing the museum’s cultural identity.