JUNA LYS
BETWEEN “TRAUM”
& TRAUMA
“Juna Lys – Between Dreams and Trauma” redefines the traditional art experience through a dynamic fusion of surrealism and wartime narratives. I conceptualized and executed a comprehensive campaign for this exhibition, seamlessly integrating digital platforms, social media, and print to ensure accessibility and resonance across diverse audiences. The branding of Juna Lys included visually compelling posters, interactive online elements, and thoughtfully designed merchandise, creating a cohesive aesthetic that invited the public into a world of evocative imagery and thought-provoking themes.
This approach mirrors successful large-scale campaigns like those of the Frye Art Museum’s #SocialMedium and the Rijksmuseum’s Operation Night Watch, demonstrating the transformative power of storytelling and audience engagement in making sophisticated concepts accessible to the broader public. By prioritizing clarity and neutrality in the design, the project encouraged individual interpretation while maintaining stylistic integrity and professionalism.
Through innovative strategies, I positioned the Jona Lys exhibition not just as an art event, but as a cultural moment. This work exemplifies my ability to conceptualize and deliver impactful, large-scale public projects that stylistically and thoughtfully bridge the gap between complex themes and their accessible presentation in the real world, fostering engagement across all levels of society.
Design doesn’t tell you how to feel —
it creates the space where feeling is allowed.
TRAUM & TRAUMA
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TRAUM & TRAUMA /
STRATEGY
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STRATEGY /
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OVERVIEW
Juna Lys reimagines the role of an exhibition — not as a passive display, but as a cultural lens. It explores the quiet space between memory and fiction, inviting viewers to navigate the emotional tension between surrealism and historical trauma. Rather than prescribing meaning, the brand opens a space for reflection.
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AUDIENCE INSIGHT
The exhibition speaks to a broad and emotionally diverse public — from art academics to casual museumgoers, from those drawn to narrative to those seeking aesthetic immersion. The goal was to avoid elitism while preserving the dignity and complexity of the topic. The campaign needed to be both intellectually credible and emotionally accessible.
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STRATEGIC APPROACH
Tone Design: Calm but not cold. Aesthetic neutrality that allows individual interpretation. The design avoids expressive overload to protect the emotional autonomy of the viewer.
Narrative Strategy: Use design to translate a concept — not explain it. The visuals act as an ambient frame for the themes, rather than competing with the art itself.
Cultural Referencing: Subtle alignment with institutions like the Frye Art Museum’s #SocialMedium and the Rijksmuseum’s Operation Night Watch — both known for combining sophistication with digital reach.
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CAMPAIGN ROLLOUT
Physical: Gallery banners, wall projections and outdoor posters
Print: Refined collateral including flyers and branded materials like miniature posters for your home and merchandise
Digital: social advertising via Meta ads – the online presence adds an atmospheric layer to the experience which feels more personal and reaches the audience with targeted taglines and CTA
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VISUAL LANGUAGE
Typography: A modern sans-serif logotype paired with an elegant serif subtitle. Used consistently across posters, tickets, and digital formats. Clear hierarchy, generous spacing.
Logo Symbol: An abstract flower or winged motif integrated into the "Juna Lys" wordmark, appearing across mediums. The symbol suggests fragility, transformation, and poetic ambiguity.
Color System: Muted slate blue, soft beige, desaturated gold, and deep brown — a restrained palette that evokes calm and cultural credibility.
Layout & Grid: Centered text alignment, wide margins, and quiet visual rhythm. Design draws from editorial tradition and institutional stillness.
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MATERIALS & APPLICATIONS
Printed exhibition tickets with QR integration and typographic precision
Posters with classical artworks, clean overlays, and generous whitespace
Campaign visuals that carry a subtle, archival sensibility
Merchandise without overt branding — postcards, tote bags, and unmarked paper goods become carriers of mood, not promotion
For Juna Lys, a conceptual museum exhibition exploring the delicate themes of Dream and Trauma, I designed an impactful and professional campaign to demonstrate my expertise. The project encompassed branding, poster design, and large-scale museum banners, aiming to create a tone of sophistication and intrigue while maintaining sensitivity to the subject matter.
The campaign was crafted to resonate across all layers of society, presenting the wartime themes with modern detachment and professional neutrality. The clarity of the design reflects the gravity and seriousness of the topic, avoiding subjective interpretations while encouraging viewers to form their own impressions. Balancing clear visual hierarchy with emotional resonance, the materials were designed to captivate the audience and highlight the narrative of the exhibition.
This project showcases my expertise in layout design, typography and impactful communication across physical and digital spaces with thoughtful and impactful design solutions.