Deconstruct is a comprehensive integrated brand identity campaign for an exhibition at the Honolulu Museum of Art designed to turn visual language into a tool for public education. The system spans ten unique executions including a save the date mailer, RSVP cards, event brochure, Staff, Guest, and VIP badges, lanyards, an exhibition catalog, a branded skateboard, and a companion mobile app.
The identity explores the work of street artist Shepard Fairey who utilizes wheatpaste posters and screenprints to encourage media literacy. By borrowing the visual strategies of propaganda and Russian Constructivism such as bold typography and limited color palettes, the campaign exposes how these techniques have historically manipulated public perception.
The name Deconstruct intentionally highlights the word CON to signal that deception and persuasion are central themes. Every deliverable reinforces this concept. The save the date features a gatefold eye motif referencing surveillance while the RSVP is housed in a classified file folder with an enlistment card, making attendance feel like a radical act.
The exhibition experience includes a hands on screenprinting workshop and a screening of the John Berger series Ways of Seeing to teach critical analysis of visual media. The mobile app extends this further through augmented reality, allowing visitors to scan artwork and uncover hidden meanings. This transforms a routine museum visit into a profound act of visual empowerment, proving that a unified brand system can provide the necessary tools for visual self defense in an image saturated world.
