Museum of the Future, Dubai
Inspired by technology, discovery, and the architecture itself, this identity explores the unknown through form, pattern, and scale.
Challenge
The project required a visual identity for a museum that would represent ideas and innovations not yet created.
The challenge was to design a brand mark that reflected scientific thinking as well as cultural relevance, balancing an iconic architectural form with conceptual storytelling.
As one of several designers in the Touchline Abu Dhabi studio, I developed a creative direction grounded in exponential growth, exploration, and the unknown. The task was to articulate a brand that could stand beside a landmark building and still express the future itself without relying on literal futurism or predictable sci-fi language.
Goal
The concept was inspired by the deep relationships between matter, space, and time: atom-level particles expanding into galaxies, structure dissolving into energy, and progress forming from the smallest unit outward.
These elements combined to create a textured identity that echoed the museum’s iconic architecture while symbolizing discovery, change, and possibility.
This approach formed a compelling story a mark that was not just designed, but reasoned: representing the building, the unknown, exploration, and exponentiality. The goal was to deliver a visual identity strong enough to define a global cultural icon before it existed.
Result
The concept was selected internally and presented to leadership as the studio’s final direction a major milestone early in my branding career.
It marked a breakthrough moment of creative validation, proving the strength of idea-first thinking and positioning me as a lead contributor on major UAE cultural branding projects.
The work helped shape the narrative for one of Dubai’s most ambitious cultural spaces, establishing an identity built on vision, science, and future-thinking.
Shaping a brand that imagines tomorrow.
Shaping a brand that imagines tomorrow.
