The Design Museum is full of work from the world’s best designers and this brief centered around the re-branding of the Design Museum. The re-brand of the Design Museum design creates an optical illusion as the further you get, the better you can see shadow of the letter, 'D'. The concept of the new visual identity simply challenge the viewer to look at the logo from different perspectives as you would as a designer with a design. A new app concept was created to go along as part of the re-brand which lets the user engage with the new visual style of the visual identity and giving them the opportunity to share the content that they have made using the app. As an additional part of the app and using the iPhone wallet feature, admission tickets can now be on your iPhone as well meaning that it will be more eco-friendly and easier to access.