Having worked with the National Communication Museum (NCM), we developed a distinctive visual identity for Signal to Noise that seamlessly integrates technology into the design process. This approach ensures each exhibition retains a cohesive aesthetic with a futuristic edge, setting it apart while maintaining visual unity across the collection.
The core challenge was to create an identity that embodied the exhibition’s theme—transforming noise from mere interference into a creative signal. Collaborating closely with curators and museum staff, we crafted a visual language that emphasised the dynamic relationship between clarity and disruption, ensuring the artwork remained the focal point without visual competition.
To visually express this, we broke away from traditional branding by designing a constantly evolving logo based on 10,000 nodes generated with d3.js. These nodes attract and repel each other, causing the logo to shift between form and chaos, reflecting the exhibition’s focus on the interplay of order and disruption. By leveraging code, we created both static and animated assets, allowing for a versatile, interactive identity that could adapt across platforms.
This digital, motion-based approach enabled us to produce a cohesive visual presence across various mediums—from billboards to digital screens and environmental graphics—using a web-based tool to generate multiple resolutions and formats efficiently. Close coordination with production experts ensured the identity’s consistent application in outdoor advertising, social media, and on-site displays. The result was a dynamic, immersive visual identity that amplified the exhibition’s themes and resonated with diverse audiences worldwide.
