living framework for an evolving institution

OCAD University, Canada's leading art and design school, sought a new visual identity to reflect the 135-year-old institution's evolution while embracing its future. Inspired by Will Alsop's iconic Sharp Centre for Design—a Toronto architectural landmark with its distinctive checkered exterior—the identity features a modular black-and-white pixel window framework designed to hold student work.

Each year, the university invites select graduating medal winners to design a logo within this framework, meaning the emblem transforms annually. As OCAD U grows and matures, a living library of identities emerges—a dynamic archive recording the ideas and aesthetics that shape the school's visual culture over time. The result is an identity that balances serious starkness with creative whimsy, reflecting an institution built on creativity, risk, and innovation.

Studio: Bruce Mau Design
Team: Laura Stein (Creative Direction), Greg Judelman, Chris Braden, Mike Dudek (Design)
Role: Graphic Design
Year: 2010





About
Me


I am a creative director working across brand strategy, identity, and experience. Formerly at Bruce Mau Design, Local Projects, and 2x4 — now working independently across culture and commerce.

Co-founder of speaklow, a curated gallery in a historic Brooklyn brownstone featured in T: The New York Times Style Magazine.

Saigon — New York






What
I do


Strategy — I define what a brand stands for by surfacing its core tensions and building the frameworks that sustain it.

Identity — I translate the strategy into visual systems, rigorous in structure, nuanced in feeling, and refined through craft.

Experience — I extend the identity into physical space, shaping how a brand is felt across every surface and atmosphere.






Get
in touch


Available for select commissions and collaborations — a direct creative partner to founders and leaders, from first conversation through final delivery. If what you're building demands
both craft and clarity, I'd love to hear about it.

duyphamk@gmail.com



About Me


I am a creative director working across brand strategy, identity, and experience. Formerly at Bruce Mau Design, Local Projects, and 2x4 — now working independently across culture and commerce.

Co-founder of speaklow, a curated gallery in a historic Brooklyn brownstone featured in T: The New York Times Style Magazine.

Saigon — New York


What I do


Strategy — I define what a brand stands for by surfacing its core tensions and building the frameworks that sustain it.

Identity — I translate the strategy into visual systems, rigorous in structure, nuanced in feeling, and refined through craft.

Experience — I extend the identity into physical space, shaping how a brand is felt across every surface and atmosphere.


Get in touch


Available for select commissions and collaborations — a direct creative partner to founders and leaders, from first conversation through final delivery. If what you're building demands
both craft and clarity, I'd love to hear about it.

duyphamk@gmail.com