International Museum Day — Campaign
Launched 2025
Type Campaign
Client International Council of Museums (ICOM)
Type Campaign
Client International Council of Museums (ICOM)
The future is fluid.
The future is in continuous flux—a dynamic current of possibilities waiting to be imagined and shaped. It isn’t something that simply arrives; it’s something we create.
In line with this year’s ICOM theme, The Future of Museums in Rapidly Changing Communities, we embrace this ever-shifting landscape with a campaign visual that evolves, adapts, and reinvents itself. A free-flowing forms morphs like shapeshifter, capturing the essence of transformation, malleability, and moldability—paired with dynamic gradients that evoke a sense of optimism.
An open-ended design that invites further exploration.
A toolkit was provided to all museum institutions and museums worldwide, offering a collection of key animations, illustrations, backgrounds, and wiggles to experiment with, adapt, and make their own. Naturally, beautiful and unique interpretations emerged—each future wiggle transformed to illustrate local stories and echo the vision of each place.
Guidelines Manual ︎
