English

Bruketa&

Museum of Illusions

Project

Museum of Illusions is a globally recognised brand evolving from a traditional museum format into a fully immersive experience. As part of this transformation, Bruketa& developed a new graphic system that treats the visual identity not merely as a logo and a set of communication materials, but as an active part of the visitor experience.

The clear, flexible and globally applicable visual language is integrated into the space, signage, graphics, scenography and communication. It builds on the brand’s existing recognisable elements, including its logo and colour palette, expanding them into tools for creating rhythm, orientation and emotional engagement throughout the visit.

Developed in collaboration with Brigada, which designed the spatial experience and visitor journey, the graphic system becomes part of the dramaturgy of the visit – from entry and navigation to interaction with exhibits and moments designed for sharing on social media.

The result is a consistent yet adaptable system that enables every Museum of Illusions location to retain its global recognisability while remaining flexible enough for different spaces, markets and experience formats.

Year

2026

Mentors and collaborators

MUSEUM OF ILLUSIONS
Luka Novak (head of development)
Damjan Geber (global creative director)
Stephanie Newcomb (head of architecture)
Martina Knežević (senior graphic designer)
Iva Breški (senior graphic designer)
Iva Martinović Radić (graphic designer)

BRIGADA
Kristina Volf (creative director)

BRUKETA&ŽINIĆ&GREY
Andrea Knapić (senior art director)
Lara Giuliani (junior designer)
Davor Bruketa (creative director)
Maša Ivanov (client services director)
Radovan Radičević (head of DTP)
Željka Tročak (DTP operator)
Dragan Karanušić (DTP operator)
Melania Marjanović (DTP operator)
Željko Rus (DTP operator)

Client

Museum of Illusions

Author

Bruketa& is an independent strategic consultancy specialising in reputation, brands, communication and transformation. For more than 30 years, it has helped companies, institutions, cities and countries increase their value by shaping how they are seen, understood and remembered.

Working at the intersection of strategy, business, culture, design, communication and technology, Bruketa& develops brands, communication platforms and organisational transformations. Its practice also encompasses products, services, customer experiences and social initiatives. It is guided by the belief that reputation and trust are among an organisation’s most valuable assets, helping clients define their role in society and turn strategy into a story people can believe in.

Bruketa& is one of the most internationally awarded agencies from this part of Europe, with more than 800 Croatian and international accolades. It has received multiple Cannes Lions and 32 Red Dot Awards, including four “Best of the Best” distinctions. Its projects have also been recognised by D&AD, the Clio Awards, The One Show, ADC New York, New York Festivals, Eurobest, Epica, Effie, the iF Design Award, the London International Awards, Cresta and Graphis.

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