Hoffman’s long-standing relationship with Bhutan and The Bhutan Foundation manifested in a brand-new type of project for the studio, when in 2019 we were asked to develop the graphic identity system of the Wangduechhoeling Palace, a new cultural institution located in Bumthang Valley, Bhutan.
Home of the Bhutanese monarchy until 1971, the Wangduechhoeling Palace and its adjacent structures, including a monastery and water-powered prayer wheels, began undergoing extensive renovations in 2017 to turn the property into a state-of-the-art cultural center. It was during this time that Hoffman was brought onto the project to create the future museum’s new identity system, one which would initially be used for fundraising efforts for the restoration project and later be transformed into signage, wayfinding devices, and marketing for the museum itself.
