Celestial is a concept-driven planetarium based in London, merging immersive technology with the allure of dark academia. Designed to evoke wonder, Celestial offers a refined, otherworldly experience that feels both ancient and futuristic. Rooted in elegance and intellectual curiosity, the brand reimagines the traditional planetarium as a sanctuary for stargazers, scholars, and dreamers alike — where the cosmos becomes a canvas for storytelling, exploration, and awe.
A mockup of the museum front in London showcases Celestial’s brand identity brought to life, with architecture draped in elegant banners that echo the brand’s dark, intellectual aesthetic. The banners feature the logo, celestial imagery, and design motifs from the identity system, creating a cohesive and immersive first impression for visitors.
Celestial’s website extends the brand into a digital space, maintaining its refined, immersive atmosphere through intentional layout, typography, and interaction design. A custom motion piece was created to enhance viewer engagement — animating celestial elements and transitions to reflect the brand’s sense of wonder and elevate the overall experience with movement, depth, and emotion.
Celestial’s social media presence is visually driven, prioritizing striking imagery and atmospheric design to capture the brand’s mood and narrative. Each post is carefully curated to reflect the brand’s tone — a balance of elegance, mystery, and cosmic curiosity — creating a cohesive feed that invites followers into the world of the planetarium.
Interior navigation within the museum is guided by a minimalist wayfinding system that aligns with Celestial’s refined aesthetic — using subtle lighting, elegant typography, and cosmic-inspired iconography to direct visitors without disrupting the atmosphere. A printed brochure complements this experience, featuring one of Celestial’s subsidiary identities: Stellar Museum, a curated space within the larger planetarium dedicated to historical and scientific exhibits. The subsidiary logo introduces a distinct but cohesive visual mark that integrates seamlessly into the brand system, extending Celestial’s reach while maintaining visual harmony.
Celestial’s stationery suite reflects the brand’s elegance and restraint, with refined typography, deep tones, and subtle celestial accents. Each piece — from letterhead to business cards — reinforces the brand’s identity through thoughtful, timeless design.
Celestial merchandise extends the brand into everyday life with thoughtfully designed pieces like a poster and tote bag. Both feature key visual elements — such as orbit illustrations and the logo — serving as stylish, functional expressions of the brand’s identity.
A large-format poster placed in downtown London advertises an upcoming Celestial event, using bold imagery and minimal text to capture attention and spark curiosity. Designed to stand out in an urban setting, the poster reflects the brand’s refined visual language while inviting viewers into an immersive, otherworldly experience.
The Celestial Brand Identity Book serves as a comprehensive guide to the visual and conceptual framework of the planetarium. It outlines the brand’s mission, values, tone of voice, and design system — including logo variations, color palette, typography, and applications. Each element is crafted to reflect Celestial’s blend of elegance and mystery, ensuring consistency across all touchpoints while evoking the brand’s core themes of wonder, knowledge, and timeless beauty.
Below is my sketchbook process for developing this brand identity.
