Jinju National Museum


Architecture | Brand Identity

Entry of the International Design Competition for the New JINJU NATIONAL MUSEUM
Architecture Planning - Sungjoon Hong, Dooyoung Jung
Branding & Exhibition Planning - Jihoon Lee
The Jinju National Museum, dedicated to the late Joseon Dynasty, the Imjin War, and regional archaeology, will relocate from its current site in Jinju Fortress to a new facility opening in 2028. As part of the architectural design competition team, I led the exhibition planning process and later developed the museum’s brand identity and environmental design.

I collaborated with architects to define the museum’s architectural vision and designed the full exhibition plan, branding system, and environmental graphics. This included developing the logo, typography, signage, and brand applications across print, digital, and physical spaces.



#1 Building Summary

Name: Jinju National Museum
Address: 245-224 Gangnam-dong, Jinju-si, Gyeongsangnam-do, South Korea
Purpose: Cultural Facility
Site Area: 20,000m²
Gross Floor Area: 15,730m²
Architectural Area: 9,975.70m²
Bldg. Coverage Ratio: 49.87%
Volume Ratio: 55.65%
Structure: SRC
Stories: B1, 3F
Highest Point: 24.80m
Number of Rooms: 30
Parking: 132 lots




#2 Building Design Concept

Based on Jinju’s geography and historical legacy, the design concept emphasized the museum’s role in preserving heritage while presenting it through modern, functional architecture.




#3 Branding

Inspired by the proposed building form and its functions, I created a visual identity featuring a custom logo and typography. The brand system conveyed authority, cultural depth, and accessibility, adaptable across all media.




#4 Exhibition Planning

Eight thematic sections were curated according to historical chronology and artifact type. Visitor flow was mapped to guide an immersive narrative, from Permanent Exhibition 1—the origins and tragedies of the Japanese Invasion—to Permanent Exhibition 2, celebrating Korean victories and resilience.




#5 Environmental Graphics & Signage

Brand elements were applied to exterior signage, wall graphics, and wayfinding systems, maintaining a calm and authoritative tone while enhancing navigational clarity.




#6 Brand Application

The brand identity was extended across print materials, web platforms, outdoor advertising, and museum merchandise, ensuring consistent communication across all visitor touchpoints.