National Gallery of Modern & Contemporary Art (GNAM) – Brand Campaign

GNAM – Beyond the Canvas. Into Experience

This project is a comprehensive branding and visual identity campaign designed for a Modern and Contemporary Art Museum. The goal was to reposition the museum as a living, dynamic cultural space, where art is not only exhibited, but experienced.

The campaign focuses on creating a strong, contemporary identity that connects modern art with today’s audience through visual storytelling, spatial design, and emotional engagement.

Concept & Idea:

The core concept of the project is “Modern Visions” the idea that modern art constantly offers new perspectives, interpretations, and personal experiences.

Rather than presenting the museum as a static institution, the brand narrative emphasizes:

  • interaction between artwork and visitor
  • movement, light, and space
  • the emotional and personal nature of experiencing modern art

Art is treated as an active voice, not a silent object.

Logo Design & Concept

The museum logo is designed as a symbol of artistic freedom and innovation.

The letters in the logo extend beyond the frame, symbolizing the museum’s role in pushing the boundaries of traditional art.

This design reflects the practice of taking painting and art “off the canvas”, a method that modern and contemporary artists use to break conventional limits.

The logo is both typographic and symbolic, representing the museum as a landmark of modern artistic experimentation while honoring its cultural significance.

By doing so, the logo embodies the museum’s mission to connect the heritage of classical art with the innovation of modern creation, making it instantly recognizable as a space where history and contemporary art intersect.

Visual Identity

The visual identity is built on a minimal yet expressive system:

  • Base colors: Black & white to reflect clarity, contrast, and timelessness

  • Accent colors: Four vibrant contemporary tones used selectively to express creativity, diversity, and energy of Rome

  • Typography: Clean, modern sans-serif typography to support readability and contemporary aesthetics

  • Graphic language: Geometric forms, close-up details, negative space, and strong compositions

This system allows flexibility across digital, print, and spatial applications while maintaining a consistent brand presence.

Design Approach

This project combines:

  • Brand strategy

  • Visual communication

  • Spatial thinking

  • User-centered experience

Every design decision was guided by the question:
How can modern art feel more accessible, personal, and alive?

Color & Cultural Significance

The color palette of this campaign was carefully chosen to resonate with the city of Rome. Each hue not only reflects the vibrancy of modern art but also draws inspiration from the historical and cultural symbols of the city.
The warm golds and yellows echo the ancient Roman architecture, mosaics, and iconic monuments.
The subtle pastels and neon tones represent the energy, creativity, and diversity of contemporary art.
By combining these colors, the visual identity creates a bridge between ancient and modern, reflecting the museum itself as a symbolic connection between historical heritage and contemporary artistic expression.
This approach ensures that the museum is not only visually modern but also deeply rooted in the cultural essence of Rome, creating a dialogue between past and present for every visitor.

Brand Applications

The identity was applied across a wide range of touchpoints to create a cohesive museum experience:

  • Logo system ( color variations)
  • Posters, flyers, and flags
  • Wayfinding system and environmental graphics
  • Stationery and office set
  • Branded gadgets and merchandise
  • Instagram campaign and digital visuals
  • Conceptual photography and visual storytelling

Each element was designed to work independently while reinforcing the overall brand narrative.

Instagram & Campaign Design

The Instagram campaign plays a key role in brand awareness and storytelling.
The content strategy focuses on:

  • human interaction with art

  • close-ups and abstract details

  • behind-the-scenes moments

  • minimal typographic statements

The visuals create a calm, modern, and curated feed that reflects the museum’s identity and invites users to engage emotionally with modern art.

Instagram Post

"Step into the heart of modern art, where every piece opens a new perspective. Experience inspiration like never before."

«Book your visit now»

#ModernVisions
#GNAMC_Rome
#ArtToday
#ExperienceArt

Instagram Post

"Every artwork has a story, carefully placed so you can fully experience it. The magic of modern art starts behind the scenes."

«Discover the process»

#ModernVisions
#ExperienceArt
#BehindTheArt
#MuseumLife
#ContemporaryMagic

Instagram Post

"Art never stays silent. Listen closely, and let it inspire you."

«Feel the art»

#ArtIsNotSilent
#ModernArt
#GNAMC_Rome
#Inspiration

Instagram Post

"When art and you merge… A personal, modern, unforgettable experience."

«Experience modern art»

#ModernVisions
#ExperienceArt
#ArtReflections
#ContemporaryMagic

Outcome

The final result is a flexible and contemporary branding system that:

 - strengthens the museum’s cultural identity

- enhances visitor experience

- communicates modern art in a clear and emotional way

- works consistently across physical and digital environments