Bianca Chen is a curator in Los Angeles and the daughter of JF Chen, one of the most respected names in the field. That is a starting point and a weight at the same time. Going independent meant building a brand that stood on its own without cutting the lineage loose, recognisable as hers, not a continuation of the family name.
The work started before any mark was drawn. Strategy first: purpose, audience, positioning. The identity, Curated Chaos, holds traditional and contemporary work in the same frame and gives her a presence that reads as her own. Heritage in the room, not running the room.
The visual identity runs on a vibrant palette that reflects the energy and diversity of Los Angeles while embodying Bianca's curatorial style and heritage. It pairs the typefaces New Edge 666 by Charlotte Rohde and Bookish by Helsinki Type, a functional but distinctive typographic and layout approach that carries "Curated Chaos" across every touchpoint.
The brand system extends across posters, business cards, tote bags and wristbands, all carrying the same energy of Curated Chaos into physical exhibition spaces and events.
Designed and developed in Webflow, the site was built specifically to showcase Bianca's curatorial projects and capture her "Curated Chaos" style. Interactive elements including hover animations, shape-driven micro-interactions and smooth transitions contribute to a dynamic and engaging user experience.
"Curated Chaos": tradition and disruption in one identity.
Bianca Chen is an independent curator based in Los Angeles, devoted to elevating the city's diverse art landscape and championing emerging artists from around the world.
The brand strategy was built from scratch: purpose, audiences, positioning, and narrative defined before a single mark was drawn. The identity, Curated Chaos, captures Los Angeles's energy through a vibrant palette and a functional but distinctive typographic and layout approach.
The Webflow website showcases Bianca's curatorial projects, with hover animations and interactive elements that carry her approach through. It works as a hub for exploring her exhibitions, upcoming projects, and philanthropic initiatives supporting economic opportunity and gender equity for artisans worldwide.