Vallum
Visual Designer
(OVERVIEW)Vallum is a classical art museum identity explored through an editorial approach to exhibition design. The visual language places historic artwork alongside bold contemporary typography, creating a contrast between the age of the work and the identity presenting it.
(Direction)The direction centers on the tension between classical portraiture and large-scale modern typography. Deep, muted imagery is paired with an oversized wordmark, allowing the museum identity to become part of the artwork rather than simply sitting around it.
(SYSTEM)The system uses extreme scale and restrained supporting typography to establish hierarchy. Oversized display lettering creates a strong visual anchor, while small editorial details and exhibition labels provide context without competing with the painting.
(APPLICATION)The identity was developed across a range of exhibition and promotional materials, including posters, tickets, logo presentations, and experimental image compositions. Each piece explores the same relationship between classical artwork and contemporary typography, adapting the visual language to different formats while keeping the identity cohesive.
(RESULT)Vallum presents classical artwork through a contemporary editorial lens. Across its different applications, the identity maintains a strong sense of hierarchy and atmosphere while allowing each composition to interpret the museum’s visual language in its own way.
