Hyundai Artlab

Branding · UX

For decades, Hyundai Artlab has supported the progress of art and technology through partnerships with world class museums like Tate Modern and LACMA. But Artlab itself didn’t have a brand identity. In collaboration with Stink Studios, we gave them a distinctive look and voice to call their own.

The art world can feel alienating to those outside of it. When creating the tone of voice for Artlab, I strived for something that would pay reverence to participating artists’ process and the distinguished institutions their work lived in, but also something that felt inclusive of a broad, global audience. I landed on building the brand’s language around the pillars of relatability, empathy, enthusiasm, and cultural savviness.