Inspired by the intricate nature of jigsaw puzzles, I introduced this graphic motif as a unifying element across digital and physical platforms. Combining MoMA’s modern aesthetic with this playful concept, the campaign celebrated creativity and exploration, reinforcing MoMA Design Store’s reputation as a destination for innovative, thoughtfully designed products.

The puzzle motif symbolized the joy of discovery—each piece representing the curated selection of unique, well-designed items in the store. Developed as both a cohesive graphic language and standalone elements, the design maintained a unified aesthetic while offering flexibility. It captured the rewarding experience of browsing and finding something special, strengthening the store’s identity as a hub for innovative design.

*includes some mockups designed as proof of concept, not final produced executions.