[Visual Identity]
[Typography]
[Poster Design]
A visual identity inspired by Frank Lloyd Wright’s Hollyhock House in Los Angeles, translating its distinctive architecture, ornament, and spatial rhythm into a contemporary design system.
Timeline: 10/2023-12/2023
Role: Independent Project
Recognition:
A’ Design Awards 2026
IDA Design Awards Silver 2025
Graphis New Talent Gold 2025
Communication Arts 2025
Lithographix Gallery 2024
ArtCenter Gallery 2023
About:
The house balances rigid geometry with intricate ornamentation. Repeated forms, strong horizontal structures, and modular details became the foundation of the visual identity.
Typography Exploration:
Architectural forms were reduced into a modular grid, creating a custom typeface that echoes the structure and rhythm of Hollyhock House.
Typography:
The modular language expands across letters, numbers, and symbols, allowing typography to function as both information and image.
Color:
The palette draws from the house's interiors and decorative details, balancing warm architectural tones with vivid accents for a more contemporary expression.
CMYK 0 / 13 / 13 / 13
HEX #DFC2C3
RGB 223 194 195
HSL 357.93, 0.31%, 0.82%
LAB 80.86, 10.42, 3.28
Pantone 5035 C
CMYK 0 / 100 / 66 / 12
HEX #E0004D
RGB 224 0 77
HSL 339.38, 1%, 0.44%
LAB 47.47, 74.53, 23.98
Pantone 1925 C
CMYK 0 / 44 / 89 / 0
HEX #FF8F1C
RGB 255 143 28
HSL 30.4, 1%, 0.55%
LAB 70.17, 35.61, 71.18
Pantone 1495 C
CMYK 66 / 34 / 0 / 42
HEX #326295
RGB 50 98 149
HSL 210.91, 0.5%, 0.39%
LAB 40.55, 0.72, -32.77
Pantone 653 C
Poster Exploration:
Early poster studies explored how scale, repetition, and density could turn the modular type into a dynamic composition without losing its architectural structure.
Poster Series:
The final poster system combines modular typography, bold color, and shifting scale to create varied compositions within a consistent visual framework.
Physical Touchpoints:
The identity adapts across printed and physical touchpoints, using typography as a flexible device for navigation, communication, and recognition.
Environmental Graphics:
Environmental applications bring the identity back into Hollyhock House, allowing the graphics to interact with the architecture rather than compete with it.
Generative Experience:
Turning the visual system into an interactive postcard generator, allowing visitors to create personalized compositions using the identity's modular elements.