How do you create a framework for everything from comics and illustration to photography, film concept art and cinematic artefacts?

That breadth sits at the heart of the Lucas Museum of Narrative Art. Founded by George Lucas and Mellody Hobson, the museum brings together different forms of visual storytelling within one major new cultural institution.

Alongside New York consultancy MAIA, MIDFIELD worked across a number of the museum’s early brand touchpoints, including its website, visual guidelines and printed brochure. The approach was intentionally restrained, allowing very different forms of imagery to coexist without the design competing for attention.

For the brochure, a die-cut LM mark in the cover reveals the photography beneath, turning the identity into part of the physical object. It’s a small detail that captures the wider approach to the project: let the design create a frame, then let the stories come through.