MoMA

Designing MoMA’s evolution from institution to inspiration

Visual Identity Art Direction Print & Packaging

MoMA, New York. One of the world’s most important cultural destinations had found itself in need of a new direction – one that blurred the lines of heritage and modern culture for a new generation to discover.

MoMA

The Insight

We’d found an icon waiting to beat at the heart of popular culture again. MoMA’s status was solid, but over the years, it had become a known name with an unknown voice. How could it rediscover its place in modern culture and reposition itself as an exciting, confident and inclusive space?

The Idea

Our new creative identity shifted MoMA’s personality from ‘institutional’ to ‘inspirational’, giving it a sharper presence and attitude. We left the core elements largely untouched, instead choosing to build a broader visual system and a new communications strategy that broke from tradition to open up the museum to the world.

The Impact

MoMA could now move with confidence in a new world of contemporary art, cementing its position as a modern cultural force. The collaborations grew bolder, the audience grew more diverse, and our partnership’s work continues to anchor the museum’s wider design system today.

Expertise

Culture

Services

Brand Creation, Strategy

Art Direction Print & Packaging Visual Identity Website & UX