National Museum of Pakistan
Strategy & Identity, Branding; Pakistani culture
I developed a comprehensive visual identity system for the National Museum of Pakistan, creating scalable and dynamic design frameworks to support diverse marketing & communication materials.
I focused on the National Museum of Pakistan as my cultural venue to explore how contemporary design systems can authentically represent cultural heritage. Throughout this project, I developed modular design components that maintain visual cohesion across brand touchpoints. My research drew from sources including Mazaar Bazaar by Saima Zaidi, contemporary Pakistani visual culture and architectural references.
The Museum did not have its own branding - no Instagram or separate website. This lack of a direct digital presence made it difficult to gather institutional information and audience insights. To address this limitation, I conducted primary research to understand the museum’s context and user needs.
In selecting typographic and colour systems, I considered the Museum’s governmental context and evaluated how much creative freedom the brand could support. I developed brand voice and messaging that bridges generational audiences while maintaining cultural authenticity (see billboard and Instagram posts).
I proposed two contrasting design directions - ‘peaceful’ and ‘bold’. The peaceful route was inspired by the museum’s architecture, while the bold route drew from vibrant Pakistani design traditions. Through testing and refinement, I determined the optimal solution would combine both approaches.
For the logo, I chose the arch and Islamic star motif, as this combination effectively represented Pakistani and Islamic heritage, creating a harmonious balance between the peaceful & bold design routes.
The system provides the museum with a cohesive foundation that can adapt across digital & print applications while honouring its cultural significance.
Design for billboard
Instagram graphics
Tote bags, screen-printed by hand
Museum merchandise: A5 notebook
Captions for artefacts & display