California: Designing Freedom ⎯
Exhibition and Catalogue design

Exploring the evolution from 1960s counterculture to Silicon Valley’s tech ethos, this exhibition revealed how “Designed in California” became a global force. The visual identity fused psychedelic nostalgia with digital minimalism—clean typography, pastel sunsets, and halftone dots nodding to both hippie posters and pixel grids. A bold, sun-soaked design with a subtle critique of utopian capitalism.

Check out the full project at Barnbrook Studio.

Client: Design Museum, London
Year: 2017
Design: Jon Abbot, Jelena Lugonja
Art Direction: Barnbrook Studio
Photography: Barnbrook Studio

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