Innovative Product Design

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Client

Full name

Date

March 2023

Role

Role name

Prototype

Live Demo

Thryve

Revitalizing MoAD’s Cultural Presence: A Bold and Immersive Digital and Brand Redesign

Prototype

Live Web Demo

Client

Full name

Date

March 2023

Role

Role name
Museum of the African Diaspora Case Study hero image

Role

UX/UI Designer
Design Researcher
Visual Artist

Team

Individual Project

Tools

Sketch
Procreate (iPad Pro)
Photoshop
Figma
Midjourney

Duration

4 months

Introduction

Bridging Heritage with Modernity

The Museum of the African Diaspora (MoAD) is a cultural beacon that explores the art, history, and contributions of people of African descent globally. As one of the few museums dedicated exclusively to the African Diaspora, MoAD engages its audience through exhibitions, conversations, and educational programs framed around four core themes:

Origin

Migrational Movement

Adaptation

Transformation

This project reimagines MoAD’s digital and brand presence, ensuring a cohesive and impactful experience across both physical and digital touchpoints.

Challenge & Opportunity

Reimagining MoAD’s Digital Presence for a Stronger Cultural Identity

MoAD’s rich cultural significance presented an opportunity to enhance its branding and digital experiences with a more cohesive visual identity and intuitive user interface. The website, logo, and stationery components needed a modern, unified aesthetic to:

Strengthen brand recognition and visual storytelling

Improve user engagement across digital platforms

Align MoAD’s visual language with its mission of cultural exploration

By refining these key touchpoints, I aimed to create a visually compelling and accessible experience that deepens audience connection to the African Diaspora while preserving the museum’s historical and cultural essence.

objective

A Modern, Cohesive, and Culturally Resonant Identity

My goal was to redefine MoAD’s brand and digital presence by designing a new logo, stationery system, and website—ensuring a modern yet historically rooted aesthetic that:

Amplifies MoAD’s mission and cultural impact

Creates a seamless and immersive user experience

Unifies the brand’s visual identity across digital and physical touchpoints

By blending contemporary design principles with deep cultural storytelling, I aimed to establish a timeless yet innovative brand presence that strengthens MoAD’s connection with both new and existing audiences.

PROBLEM STATEMENT

How might we redesign MoAD’s digital and physical touchpoints to create a visually compelling, accessible, and immersive experience that deepens audience connection to the African Diaspora?

Research & Discovery

Mood Board: Establishing a Visual Tone

A curated mood board helped define the aesthetic direction, drawing inspiration from African textiles, geometric patterns, contemporary art, and bold typography.

My goal: to maintain heritage-driven yet progressive visuals that resonate with diverse audiences.

Museum of the African Diaspora's mood board
Logo Exploration & Refinement

Sketching & Iteration

Exploring over 50 logo variations, I focused on geometric forms, tribal symbolism, and typography that honored African artistic traditions. Through iterative design and feedback sessions, I narrowed it down to three refined options, each encapsulating MoAD’s essence.

Sketches for the Museum of the African Diaspora
Sketches for the Museum of the African Diaspora
Sketches for the Museum of the African Diaspora
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Refined logos for the Museum of the African Diaspora
Logo variation designs for the Museum of the African Diaspora
Logo variation designs for the Museum of the African Diaspora

Headlines:
Noto Serif Bold

A strong yet elegant typeface that reflects MoAD’s cultural depth and historical significance

Body Copy:
Noto Sans

A complementary sans-serif that ensures readability across mediums while maintaining a modern aesthetic

Typography for the Museum of the African Diaspora
UI style guide for the Museum of the African Diaspora
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Color palette for the Museum of the African Diaspora
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Cover letter sample design for the Museum of the African Diaspora
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Challenge

Website Redesign: A Digital Evolution

MoAD’s previous website had opportunities for improvement in visual cohesion, usability, and engagement. To better reflect the museum’s mission, I set out to design an immersive, user-friendly experience that seamlessly integrates storytelling, accessibility, and modern aesthetics.

By reimagining the digital presence, I aimed to create a website that not only enhances visitor engagement but also strengthens MoAD’s role as a cultural and educational hub.

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PROTOTYPE

Interactive Desktop Prototype

A fully interactive desktop prototype that transforms the wireframes into a tangible experience, showcasing the museum’s bold and structured design. It reinforces the museum’s brand identity while delivering a seamless, engaging, and accessible user journey.

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PROTOTYPE

Interactive Mobile Prototype

A fully interactive desktop prototype that transforms the wireframes into a tangible experience, showcasing the museum’s bold and structured design. It reinforces the museum’s brand identity while delivering a seamless, engaging, and accessible user journey.

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Exploring Ideas & Possibilities—Let’s Connect!

I’m always excited to chat about UX Engineering, 3D Design, and all things XR. Whether you're a recruiter, collaborator, or just curious about my work, let’s connect! I’m also passionate about mentorship—so if you’re looking for guidance or want to talk shop, I’d love to chat!