From Museum to Immersive Brand Experience
Designing a graphic system for the global Museum of Illusions brand
LINES – the Laboratory for Intelligent Energy Systems at the Faculty of Mechanical Engineering and Naval Architecture, University of Zagreb – measures its success by reducing the very problem it was established to address. For that reason, it needed an identity that follows the same logic.
In collaboration with the agency Bruketa&, a visual identity was developed that directly responds to publicly available CO₂ emissions data. When emissions are high, the identity appears strong and prominent; as emissions decrease, the visual expression becomes increasingly subtle until it eventually disappears completely. The system is intuitive and easy to understand across all formats and channels.
Clear rules and templates enable consistent application without the need for constant design supervision, while maintaining an informative, non-alarmist tone that does not focus on crisis but instead encourages a collective response.
Within this framework, although it may initially sound unusual, the idea of an organisation working towards its own redundancy proves both practical and applicable.
