'As Easy as 1,2,3'
– The Jackson 5
Client 3 Gorges Museum, Chongqing, China
Role Brand Strategy, Creative Direction
Collaborators Kym To (Graphic Designer) and Phone Wen (Interior Designer)
Brief Create a naming and brand strategy for a newly designed educational activity area within the Three Gorges Museum, China.
The name had to be easy for children to remember and also work well internationally as is a main tourist site within the city. The name became as simple as could possibly be: 1, 2, 3. The '3' repeating the Three Gorges museum name. 1,2,3 representing the start of learning.Can be told with fingers on the hand. 3 is the magic number. It is easily understood across almost all languages. It has rhythm and is lovely to say. It also has beautifully simple graphic form in Chinese characters:
1 一 yī
2 二 èr
3 三 sān
We advised all topics and activities delivered by the museum would also come in 3's:
Past, Present, Future
Rock, Paper, Scissors
Air, Sea, Earth
Look, Listen, Learn
Top, Middle, Bottom
etc;
And we also advised a focus on '1.Curious, 2.Explore, 3.Discover' to be behind all their communication and behaviour.
Business card proposal
We invited students to create images that originate from 1, 2 ,3
The 3 Gorges Museum, Chongqing, China
With the team in Milan for Expo getting giddy over more ideas for the logo :)
A bit of old school printer action to finish.
