Global Museum Strategies Group

Global Museum Strategies Group (GMSG) is the strategic force behind some of the world’s most prestigious cultural institutions, including the Guggenheim. Tasked with establishing a brand identity that reflected their high-level expertise, the goal was to create a visual system that was inherently sophisticated and deeply rooted in the world of art and architecture.

My strategy centred on a "square expansion" system derived from the GMSG wordmark. I developed a visual metaphor representing the dual nature of museum strategy: the ability to focus on an individual artwork while simultaneously managing the institutional "big picture." The identity utilizes four boxes arranged like a window pane, acting as a mask for specific artwork; as the shape expands, the squares migrate to the corners to frame the museum building itself. This "in and out" concept is supported by a system of fine, technical lines—a deliberate callback to the precision and elegance of architectural drawings.

I was solely responsible for the brand design of GMSG, ensuring every touchpoint felt as curated as the institutions they serve. By balancing conceptual depth with a minimalist aesthetic, I created a flexible visual language that positions GMSG as a sophisticated authority in the global museum industry. The resulting brand provides a timeless, structured foundation that allows the grandeur of their clients' work to remain the focal point.