The Divination Museum


Fortune-telling is the art of reaching
into the unknowable, bringing the
secrets of time, fate, and nature
into the present moment.

Fortune-telling has a rich history
that spans countless cultures. Unique
modalities of reading fate stem from oral
traditions, religious beliefs, superstitions,
creation myths, studies of nature, or
encounters with the unexplainable.

The Divination Museum (The Div) is
dedicated to exploring the historical
significance of fortune-telling, and the
insight it provides into our relationship with
the intangible workings of our universe.
To begin designing collateral for the museum,
I began by outlining a concept for the first
special exhibition to be held at The Div.

This exhibition features the art and personal
history of Pamela Colman Smith, the illustrator behind the iconic Smith-Waite Tarot deck that redefined modern cartomancy.

The dynamic logo system is central to
the design of the poster, highlighting a
selection of her work through a playful
arrangement of circular image frames.
To complement the poster, I created
two mobile ads for the exhibition—
one formatted for an Instagram Feed,
another for a full screen story ad.

These ads are linked to a mobile friendly
website, which provides information about fortune-telling, upcoming exhibitions and events, and how to plan a visit to The Div.
After creating advertisements for the
opening exhibition, I focused on the
visitor experience at the museum.

This brochure provides information about
the museum and its upcoming exhibitions, as
well as a map that gives a sense of what the
museum might feel like as a real location.

The stickers would be used to identify
visitors who have paid the entry fee, as
an alternative to a traditional ticket.

The photographs above show mockups for
the signage in and around the museum.
As a final component of The Div, I imagined
how the brand would translate to a line of
merchandise for the museum gift shop.

To market to those who are interested in
the occult, yet lack experience, I designed
a set of “Div Kits” with everything needed
to begin a variety of divination methods.

For a more fun piece of merchandise, I
designed a novelty seance board based
on the popular Ouija Oracle (see title page).