Radim Malinic is an illustrator and designer best know for a vibrant style to his works. His most recent project was a rebrand of the London Film Museum -- previously the Movieum -- in County Hall on the South Bank.

For the rebrand, Malinic had to design a huge range of materials from the overarching elements such as the museum's logos to banners, posters, flyers, staff uniforms, interior signage, maps and merchandise. The project took three months to complete and can be seen now in the museum and along the South Bank next to London Eye.

We sat down with Malinic to find out more about how he approached and created the work.


DA: How did you approach the project?

RM: "I spent about week to 10 days putting together mood boards, jotting down ideas and putting together small freelance team who'd help me to shape the ideas into the final decision on the route to take. I didn't want to rush into hasty tests -- I was aware of the scale of this project and its final usage which had to be flexible, unique in the look and contemporary in its feel.

"After the initial preparations, I knew I wanted to create even mixture which would bear recognisable elements relative to film industry, have almost vintage feel yet explored modern ways of digital illustration retaining full legibility and communicating the message of the institution."


DA: How did you decide on the iconography and colour scheme for the piece?

RM: "I wanted to illustrate the history of film making in simple iconic timeline which would not appeal to film buffs but also any new visitors how happen to pass it by or pick up a leaflet. To help out, I called upon the rising illustration star Magomed Dovjenko and asked him to contribute with some of the original elements. When his wireframes came back, I had all ingredients and final art direction for the work ahead.