To Death With a Smile (MUMEDI)

A hypothetical brand & identity system for an international art show and gala hosted by The Mexican Museum of Design in Mexico City.


To Death With A Smile was the central theme of an identity system project that encompassed an international poster competition, exhibition, and gala hosted by The Mexican Museum of Design in Mexico City (mumedi). The brief was to produce a design system that was both aesthetically and conceptually striking for a contemporary museum that primarily welcomes artists and designers.


Process & Exploration –

Click through the gallery to see more


Ideas & Inspiration –

In developing this system, I found Philip Larkin's "The Trees" especially helpful in guiding my visual narrative. Like the poem, the project touches on the interplay between nature — in the sense of the earth — and human nature in the context of death. The budding on the trees, for instance, which Larkin describes as almost a "kind of grief" encompasses the metaphor I hoped to show through my deliverables: The wonder of birth, immediately coupled with the tragedy of knowing one enters the world only to participate in the cycle of death.


The Trees

By Philip Larkin — 
The trees are coming into leaf
Like something almost being said;
The recent buds relax and spread,
Their greenness is a kind of grief.
Is it that they are born again
And we grow old? No, they die too.
Their yearly trick of looking new
Is written down in rings of grain.
Yet still the unresting castles thresh
In fullgrown thickness every May.
Last year is dead, they seem to say,
Begin afresh, afresh, afresh


Key words:
decay · pluralistic · human-nature


Logo System –


Printed Material –

Magazine Spreads


Quad-Fold Poster

Call For Entries Poster


Responsive Web –


Merch –


Spatial Material –