This creative competition project for Chile’s National Museum of Natural History — MNHN — combines the research publication “Handmade Memory” with a museum rebranding concept. The book explores the crafts of the Mapuche, Rapa Nui, Aymara and Diaguita peoples. The museum identity responds to MNHN’s history, existing branding and audiences.

Research the cultural heritage of Chile’s Indigenous peoples and present the material as a book. Develop a rebranding concept for MNHN and define the visual system through brand guidelines.

• Defined the subject, objective and hypothesis of the research and described the publication audience. Prepared the written and visual material and designed the book: cover, typography, spread composition and layout.
• Studied MNHN’s history and existing identity, identified issues in the current visual system and analysed the branding of three other museums.
• Defined four audience segments and the core audience. Built the brand platform: insight, mission, values, brand idea and promise, character and tone of voice.
• Developed the identity concept, demonstrated it across museum touchpoints and created brand guidelines for consistent use.

The book “Handmade Memory” and a rebranding concept for MNHN with brand guidelines. Both parts belong to a single creative competition project for the museum, exploring cultural material through editorial research and museum communication.

“Handmade Memory” presents a study of the crafts of Chile’s Indigenous peoples. The cover and spreads show the publication’s photography, typography and layout.

The MNHN rebranding concept is shown on exhibition banners, tickets and outdoor applications. Recurring typographic treatments and combinations of text and imagery connect the different formats.