natalietjendera@gmail.com
BRAND, UI LANDING PAGE
Chichu - Translating reflection and light into a brand & digital experience
Chichu Art Museum on Japan’s Naoshima Island was designed by Tadao Ando to blend art, light, and nature in a space for reflection. I rebranded the museum through two logo concepts and 2 landing page designs that captures its calm, spiritual connection to the environment.
CONTEXT
The museum is built directly into the ground to preserve the natural landscape of the island and exists to ‘rethink the relationships between nature and people.’
“Naoshima is a beautiful green island dotted by museums and artwork. Though once blighted by pollution, the island has been revitalized by the power of contemporary art”- Benesse Art Corp. Fukutake Soichiro
THE PROBLEM
Despite being globally renowned, Chichu lacked a clear visual identity and strong online presence.
The museum aims to foster reflection and rebel against toxic Japanese work culture. They aimed to immerse visitors to the beautiful island the contemporary art to reconnect with themselves.
However, most of Chichu’s visitors come from the art and architecture community, leaving its broader story untold.
The challenge was to design a brand and digital experience that stayed true to its quiet, spiritual nature while welcoming a wider audience.
IMPACT
The redesign captured Chichu’s quiet atmosphere and translated its architectural philosophy into a modern digital identity.
By focusing on simplicity and emotion, the new branding and landing page made the museum’s story more accessible to global audiences and strengthened its cultural presence online.
My first creative proposal utilised a customised font that took inspiration from the sharp angles of the museum and the shadows that the light would create through these geometric shapes.
My second creative proposal, I created a square shaped logo that played with bold typography and shapes that matched the museum’s subterranean architecture.
BALANCING GROWTH & AUTHENTICITY
I designed a landing page with clear calls to action and a visual narrative that guides users through Naoshima Island, its permanent artworks, and Chichu’s architecture. The layout uses symmetry, minimalism, and generous space to mirror the museum’s serene atmosphere, creating a calm and immersive digital experience that reflects the physical environment.
FEEDBACK + OUTCOME
How did my designs impact the Museum?
The redesign strengthened Chichu’s global presence by translating its philosophy of harmony between art, architecture, and nature into a digital experience.
By clearly communicating the museum’s mission and values, the new identity positioned Chichu as a cultural brand with international relevance.
The landing page gave the Benesse Foundation a platform to share Naoshima’s story of revitalisation through art with broader audiences, helping attract new visitors, collaborators, and advocates for sustainable cultural development.