MUSEUM OF DIONYSUS & DRAWING ROOM — Branding

BUILDING A FICTIONAL CULTURAL INSTITUTION INTO A FULLY REALIZED BRAND ECOSYSTEM

Museum of Dionysus is a personal branding project conceived as a virtual cultural space at the intersection of wine and art. The challenge was to treat a non-existent brand as a fully operational one—defining its business model, building a coherent identity system, and extending it across every touchpoint as if it were real.

As the sole designer, I led the entire brand development from the ground up—logo design, typography system, color palette, editorial layouts, social marketing graphics, and podcast UI. The primary color, Acid green, was selected as a high-saturation fluorescent to maintain visibility against the low-saturation, muted artwork imagery central to the brand's visual language. Typography pairs high-contrast, curve-heavy typefaces to strike a balance between the decorative and the contemporary—reinforcing the brand's dual identity in art and wine.

Drawing Room is a sub-service born within the same world: a membership wine club hosted by the Museum, where curators and sommeliers guide members through weekly pairings of art and wine every Thursday. For those unable to attend in person, the experience extends through a companion podcast and curated wine package delivery—each with its own distinct visual system. The project became an exercise in world-building through design: taking a single concept and expanding it into a coherent, livable brand universe.