Museum of Optical Illusions Sarajevo
Creative Direction, Digital Design, Print & Exhibition Design
Client:
MOI
Scope:
Creative direction, exhibition
Year:
2025-
OVERVIEW
For the Museum of Optical Illusions Sarajevo, we shaped a visual direction that extends the museum’s existing identity into a richer and more adaptable brand experience. The goal was not to redesign the brand from scratch, but to strengthen it with a more distinctive visual language that could move seamlessly across digital campaigns, printed materials, spatial graphics, and exhibition concepts.
Inspired by perception, distortion, movement, and playful visual tricks, the system introduces expanded color combinations, bold typography, illusion-based patterns, perspective layouts, and graphic elements that reflect the energy of the museum itself. These elements were designed to make every touchpoint feel instantly connected to the world of optical illusions, whether seen on social media, posters, tickets, banners, interior walls, or event materials.
The work also included campaign concepts and special applications, from themed seasonal communication to exhibition design for the Sarajevo Film Festival. Across every format, the visual system was built to feel immersive, flexible, and memorable, transforming the museum’s communication into an experience that begins before visitors even enter the space.
