The Second Nature: Redefining Visual Identity

Creating a Bridge Between Art and Audience

This rebranding project consists of two parts: the Pace Gallery rebranding and the Second Nature Exhibition's visual identity design. The circular custom typography used in the design serves as a bridge, appealing to the younger generation while establishing a second layer of visual tension through the richness of colors. The Second Nature Exhibition, featuring the works of Tokujin Yoshioka, takes this concept further by incorporating interactive installations that merge structured typography, light, shadow, and connected movement.

The realization of this design encompasses various elements, including posters, business cards, and a pyramid crystal installation. The ice-letters, created using Cinema 4D and Photoshop, add a unique touch to the visual identity. The installation wall, measuring 1524 x 3048mm, serves as a canvas for the interactive experience. The programming behind this project involves the use of Processing, Arduino, and project mapper.

Operating at the intersection of branding, visual identity, exhibition design, installation design, graphic design, and communication design, "The Second Nature" offers a captivating experience for both the audience at the exhibition space and those engaging through social media. Visitors can use their own lighting sources, such as smartphone lights, to interact with the exhibition's installations and identity, exploring the interplay of shadow and transparent materials.

The project, which started in Fall 2016 and concluded in Spring 2017, was brought to life in Pasadena, CA, U.S. Throughout the design process, Xincong He conducted extensive research, including brainstorming, mind mapping, and visual exploration. The main challenge was expanding the initial idea while staying true to the core brand value of Pace Gallery and creating a promotion for Tokujin Yoshioka's exhibition, ultimately bridging the gap between the audience and the artist.

"The Second Nature" is a testament to Xincong Jean He's creative prowess and technical expertise. This design has garnered recognition and was awarded the prestigious Bronze A' Design Award in 2019 in the Graphics, Illustration, and Visual Communication Design category. This accolade is bestowed upon designs that exhibit outstanding creativity, resourcefulness, and technical skill, contributing to improvements in quality of life and making the world a better place.

Intellectual property rights for "The Second Nature" belong to Xincong Jean He, 2019.