Strategy
FAM is a platform for artists of Filipino descent and for work that captures and contextualizes the Filipino experience in America. The goal was to create an identity that could hold a wide range of voices and formats — a flexible space for investigation, expression, and community-building at the intersection of art and culture.
Design
The identity system is deliberately fluid — minimal but adaptable — reflecting the museum’s commitment to contemporary expression without locking it into a fixed image of what “Filipino American” means. The visual language focuses on clarity, openness, and space, allowing the work itself — from exhibitions to events — to stay at the forefront.
Engagement
FAM functions as an evolving platform rather than a traditional institution. The brand was built to grow and shift with the artists and the community it represents, keeping the museum rooted in dialogue rather than definition.
FAM is a platform for artists of Filipino descent and for work that captures and contextualizes the Filipino experience in America. The goal was to create an identity that could hold a wide range of voices and formats — a flexible space for investigation, expression, and community-building at the intersection of art and culture.
Design
The identity system is deliberately fluid — minimal but adaptable — reflecting the museum’s commitment to contemporary expression without locking it into a fixed image of what “Filipino American” means. The visual language focuses on clarity, openness, and space, allowing the work itself — from exhibitions to events — to stay at the forefront.
Engagement
FAM functions as an evolving platform rather than a traditional institution. The brand was built to grow and shift with the artists and the community it represents, keeping the museum rooted in dialogue rather than definition.
1. Brand Identity
2. Art Direction
New York City
2014
Art and Culture