Museum of Illusions

I based the design on the primary color and incorporated a hexagon pattern to align with the core brand guidelines of the Museum of Illusions in Copenhagen.

I chose an illustration-themed key visual because it allows for greater creative freedom and can convey a sense of whimsy, fun, and magic, which is ideal for holiday marketing. While a well-shot photo of Santa might evoke strong emotions like warmth and nostalgia, it can sometimes feel generic,especially if it’s a stock image that other brands might use as well.

The main motifs include a Christmas tree with presents, Santa peeking out from behind the tree, and the MOI logo, which has been slightly "Christmas-ified" since there were no restrictions on alterations. The color scheme is classic—red, white, green, and yellow—colors that we all associate with Christmas.

Since the museum is in Copenhagen, I wanted to incorporate a traditional Danish symbol into the design. Through research, I discovered that the Julehjerte, a traditional Danish Christmas heart ornament, has a color combination that worked perfectly with the design. This concept can be adapted for other museums in countries that celebrate Christmas. For instance, a candy cane in the USA or a Licitar in Croatia.

For the hoodie, I decided to take a minimalist approach and play with the logo. I incorporated motifs like Santa's hat, Christmas lights wrapped around the logo, and Christmas ornaments such as a snowflake, a bauble with red and white stripes, and a Julehjerte. For the front, I used only a symbol, while the back features a horizontal version of the logo and extended the Christmas lights to the text.

This way, the hoodie is not too child-oriented; it's also suitable for adults and can be worn for an extended period, from the beginning of November when people start getting excited about Christmas until the end of January when the desire to hold on to the warm, cozy feeling of Christmas continues.