Creating IMBA’s visual identity around curiosity and discovery

The Project
Practice Theory developed the visual identity system for the Immersive Museum of Beyond Art (IMBA), Singapore's newest cultural institution dedicated to immersive art and culture.

The Brief
To stand out within Singapore's local arts scene, IMBA needed to distance itself from traditional museums. The institution required an identity that reframed the visitor experience around open-ended exploration, encouraging audiences to engage deeply with curiosity and questions.

The Approach
Partnering with London-based Reed Words on the verbal identity, we built the brand on the premise that curiosity is universal, establishing the strapline "Where Curiosity Grows". To support this, Practice Theory created a pliant visual language centered on magnification, depth, and perspective to reflect an environment of continuous discovery.

The Execution
We designed a perspective-driven logo using enlarged, transformed letterforms alongside a flexible system of graphic frames. A radiating ripple motif with vivid gradients illustrates how a spark of curiosity expands into new ways of seeing. The typography pairs the eye-catching Right Grotesk Compact with the approachable Funnel Sans across exhibition collateral, signage, and digital platforms.

What did we deliver?

• Brand strategy and visual philosophy: Translated the museum's verbal identity into an adaptable graphic framework built around continuous audience engagement.
• Visual identity and graphic system: Created a perspective-led logo mark, dynamic gradient ripple effects, and flexible framing assets for exhibition promotion.
• Typography and digital systems: Established a dual-type hierarchy and energetic colour palette across physical signage and digital touchpoints.

The Impact
The brand identity established IMBA as a distinctive cultural experience in Singapore, providing a flexible visual language that scales seamlessly across diverse immersive exhibitions while inviting audiences to explore without boundaries.