Design and society in continuous dialogue, that is the essence of the Design Museum in Den Bosch. That became clear after a few intriguing conversations with the director, Mr. Timo de Rijk. Man and machine. Ping pong. Chicken and egg.

With this insight we designed a radical system with a ‘split screen’ which is used for all digital and tangible elements. This system enables the museum to draw parallels between design and society in their communication. In word and image. It results in a highly recognizable identity despite of the museum’s limited means.

The repositioning of the museum was the direct cause of the assignment. In close collaboration with the museum staff, Lesley Moore developed strategy, name consultation, the concept and design of the new visual identity.