“A new MoMA” campaign

In 2018 we were invited by Rob Giampietro at MoMA to design a temporary identity for MoMA while the museum underwent a major expansion that would make the iconic institution thirty percent larger. The result of that project was a colorful interpretation of MoMA’s façade, which is itself a amalgamation of eight buildings built by multiple architects over ninety years. Our design abstracted the buildings to create a unified symbol for the museum as it went through the transformation.

The following year we were asked by MoMA to develop an advertising campaign that would announce the reopening of the finished museum in the fall of 2019. From the beginning we were interested in the campaign being based solely on typography and color. We wanted it to rely heavily on the recently designed MoMA Sans by Commercial Type. After months of explorations into different approaches to language and tone-of-voice that might represent MoMA, the chosen approach was to use the voices and thoughts of artists, (both famous and emerging) to speak about ideas related to transformation and the future. The campaign appeared in the fall of 2019 across the city on public transportation, billboards, screens and in print publications.