MoMA
Brand, Visual Identity, Illustration, Motion, Print
- Lindsey Swedick
Photography - Christine Keely
Styling - MoMA
Photography
Supporting and reinvigorating a New York institution.
Our partnership with MoMA began at a pivotal moment for the iconic museum, coinciding with their 2019 post-renovation reopening, as the internal MoMA Design Studio sought to integrate their new branding into every brochure, map, sign, and screen. Their leadership was looking for an external strategic thought partner who could be trusted as an extension of their team to translate the new institutional identity across all touchpoints.
Brand, Visual Identity, Illustration, Motion, Print
- Lindsey Swedick
Photography - Christine Keely
Styling - MoMA
Photography
Brand extension
MoMA’s legacy created an epic springboard for the new brand system, designed by Order, which had to remain true to the history and spirit of the cultural powerhouse while feeling contemporary and fresh. We collaborated on a number of projects to create new campaigns, templates, digital advertising and printed materials.
Terrace Café
The Terrace Café, created by restaurateur Danny Meyer of Union Square Hospitality, is located on the 6th floor of MoMA’s newest wing and takes its distinctive feel from the Grand Antique marble countertops, commissioned artworks by Kerstin Brätsch, and canopy views of Midtown.
Terrace Café (cont’d)
Our logo for the café was inspired by the signature “blade staircase,” designed by the architectural firm DS+R, which winds upwards through the renovated wing to deliver patrons to the bright, airy terrace. Our custom color palette takes its cues from the Italian Renaissance-inspired pigments in Brätsch’s stunning installation.
Spring gala
Our celebratory prismatic identity for the 2022 spring gala “A Night Out with Friends,” presented by the Black Arts Council of The Museum of Modern Art, was inspired by artist Titus Kaphar’s painting From a Tropical Space (2019), which MoMA had recently acquired.
