The museum is named PAX, an acronym that stands for Patrimony, Ancestry, and Exhibition—three pillars that capture its core purpose: to preserve, honor, and present cultural legacies through the lens of design. The name also draws symbolic weight from Pax, the Roman goddess of peace, evoking the museum’s larger mission of promoting cultural understanding, harmony, and global dialogue.

PAX centers around three culturally rich nations—Saudi Arabia, Mexico, and Japan—each chosen for their distinct design traditions and influential contributions to global heritage. These countries reflect a shared reverence for handmade craftsmanship, textile storytelling, and architectural expression, forming the foundation of the museum’s immersive and multidisciplinary exhibitions.

A museum that connects cultures through craft, textiles, and architecture—honoring the past, inspiring the future.

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The museum centers around three culturally rich nations—Saudi Arabia, Mexico, and Japan—each selected for their distinct design traditions and powerful influence on global heritage. These countries reflect a shared reverence for handmade craftsmanship, textile storytelling, and timeless architectural expression. The goal was to build a brand identity that communicates this depth and diversity while remaining accessible, modern, and visually cohesive.

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1. Ideation & Research

The first stage was dedicated to understanding the cultural and design legacies of each country. I explored:

• Traditional craft techniques
• Symbolism in textiles and fabrics
• Architectural styles rooted in cultural context
• Modern expressions of historical aesthetics

This research guided the conceptual tone and visual direction of the brand.

2. Visual Identity Design

With the core values of preservation, education, and cultural celebration in mind, I created:

• A logo that blends traditional ideations with a clean, modern design
• A comprehensive brand guideline system covering typography, color palette, iconography, and imagery
• Promotional material including mockups for posters, digital ads, and merchandise

3. Brand Messaging & User Experience

I aligned the visual identity with the museum’s mission:

• Celebrate and preserve global design traditions
• Inspire curiosity and intergenerational dialogue
• Foster cultural appreciation through engaging visitor experiences

The offerings, from workshops and global exhibitions to guided tours and a gift shop, were woven into the brand voice to reflect inclusivity, curiosity, and hands-on learning.

Key Outcomes:

• A unified brand system rooted in multicultural values and design heritage
• A distinct identity that feels both timeless and relevant
• Promotional materials that evoke curiosity and invite exploration
• A brand that supports immersive storytelling and cultural exchange

This project not only honors traditional design but positions the museum as a future-forward space where past and present coexist—sparking dialogue, education, and appreciation across generations.