It’s easy to walk past a museum and think: I’ll go another time.
But what if the museum met you where you already are—on your screen, in your feed, and in your daily scroll?
That’s exactly the kind of future Angelie Bayona envisions with her thesis project, a dynamic and culturally rooted promotional campaign for the Negros Museum. It’s a campaign that doesn’t just market a space—it reimagines its relevance, especially to the generation that’s too often missing from its halls.
“As a researcher and advertising arts student, I was inspired to develop this campaign because I saw how overlooked the museum is—especially by young people,” Angelie says. “I wanted to spotlight its art, history, and traditions through digital media, making it more engaging and accessible.”
The heart of her concept? Blending tradition with digital experiences.
Her campaign balances two seemingly opposite forces: the deep roots of Negrense culture, and the ever-evolving demands of a digital-first world. The result is not a compromise—but a compelling bridge.
Angelie crafted a full suite of promotional materials—social media content, video reels, posters, digital signage, brochures, and a standee banner—all unified by a clean, consistent visual identity that feels modern yet rooted in heritage. Her color palette and typography subtly echo the tones and textures of Negros Occidental’s artistic past, while still speaking in the bold, visual language today’s audiences expect.
But more than just style, it’s the intention behind the campaign that resonates.
“I wanted locals and tourists alike to feel a deeper appreciation for Negrense culture,” she says. “To see the museum not as something frozen in time, but as a living, vibrant space that connects the past with the present.”
And Angelie doesn’t just want to fill the rooms with foot traffic. She wants to reignite a relationship between young people and their cultural identity.
“If my campaign were implemented,” she says, “I hope it would attract more young visitors and boost engagement through interactive digital content. More importantly, I hope it helps the museum play a stronger role in preserving and celebrating who we are—as Negrenses—in a way that speaks to this generation.”
It’s this kind of work—thoughtful, strategic, creative—that shows how design can be more than visuals. It can be a gesture of care, a cultural intervention, a spark for reconnection.
Through her campaign, Angelie Bayona is reminding us that museums aren’t just about artifacts.
They’re about us. Our stories. Our place. Our pride.
And maybe, with the right invitation, we’ll all start seeing that more clearly.