Brand Identity

Memento Park, located in Budapest, Hungary, is a museum dedicated to Communist-era statues and memorabilia. My primary goal was to develop a brand identity that honors the history and the lives affected by Communism, while respecting the park’s neutral stance.

To reflect the scale and emotional weight of the statues, I focused on contrast and proportion. When visitors stand before a statue, they can feel dwarfed both physically and emotionally. I emphasized the “M” in the logo to capture this experience of standing in the shadow of history. The color palette was limited to black and white to maintain neutrality and avoid the traditional red and yellow often associated with Communist iconography.

Deliverables and Experience Design

The rebrand extended beyond visual identity into a range of tangible and environmental assets to enhance the visitor experience. I designed tote bags, tickets, stationery, mugs, and T-shirts, each reflecting the park’s identity while remaining respectful of the subject matter.

For wayfinding and onsite engagement, I developed interactive and large-scale elements, including a tabletop map that invites exploration, giant wall stickers, and comprehensive signage. These tools guide visitors through the park, helping them connect with the statues and the stories behind them in a meaningful and intuitive way.

This project allowed me to combine brand strategy, environmental design, and experiential storytelling into a cohesive identity that honors the past while making the museum accessible and engaging for visitors.