For Bianca Chen, an independent curator and the elder daughter of esteemed collector JF Chen in Los Angeles, we developed a new brand strategy and visual identity from scratch. Bianca's unique approach to art curation, which we termed "Curated Chaos", beautifully blends traditional and contemporary art elements, offering a fresh and dynamic perspective to the art scene.
Our approach seamlessly integrated her prestigious heritage with this modern vision, revitalizing her brand and positioning her as a key influencer in the global art scene while honouring her family's legacy.
We crafted a vibrant visual identity using a colour palette that reflects the energy and diversity of Los Angeles while embodying Bianca's curatorial style and heritage. The identity 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.
We developed a comprehensive brand strategy from scratch: defining her purpose, audiences, positioning, and narrative before a single mark was drawn. The resulting visual identity, which we termed "Curated Chaos," captures Los Angeles's dynamic energy through a vibrant colour palette combined with a functional but distinctive typographic and layout approach.
The Webflow website was designed to showcase Bianca's curatorial projects, incorporating hover animations and interactive elements that reflect her innovative approach. It serves as a hub for art enthusiasts to explore her exhibitions, upcoming projects, and philanthropic initiatives supporting economic opportunity and gender equity for artisans worldwide.