I created an identity system for Hella Jongerius: Good Design: a hypothetical exhibition on the work of famous Dutch industrial designer Hella Jongerius.
This identity aims to capture Hella's impulse for imperfection and playful defiance of norms and industrial standards. The constructed letterforms pay homage to her background in weaving and working with textiles, with the intentionally imperfect lines inspired by Jongerius's critique of the sterile/"perfect" nature of mass produced design: a philosophy that is highlighted throughout the exhibition. The pink line is strategically used as a way-finding tool, integrated into wall text and artwork titles, creating a seamless and natural way for the audience to navigate the space.
