Problem
Humanists and lawyers, Gwen and Markus believe in celebrating a progressive, pain-free world. Since inheriting the gloomy Amsterdam Torture Museum with a tagline “Discover a Painful Past,” they were looking for a new, fresh identity. I was tasked with creating a contemporary brand to reflect the founders’ optimistic, humanitarian values, and bring a completely new perspective to this unusual category.

Solution
A new flexible identity that works across a broad range of collateral and a new name — Evil Collection.

A student brief at Shillington College 2019
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