ABEX
ABEX
ABEX
ABEX
ABEX
ABEX
ABEX
ABEX

ABEX

The Museum of Modern Art, New York, New York, New York, 2010

Description

Project brief: With the “Abstract Expressionist” show at the Museum of Modern Art we were faced with two challenges: 1) connect a new audience with the artists and stories behind the museum’s abstract masterpieces; and 2) connect three shows at the museum with a strong visual identity.

Approach: This show became an all-hands-on-deck scenario as we had to represent some of the museum’s most important works in an unprecedented installation on three floors. We knew the show’s identity would extend into marketing materials but were not sure how. We planned on using new platforms for publishing (the iPad) as well as old (brochures) to connect the work to the city of New York through maps, paper or interactive.

Effectiveness: By highlighting the letters AB and EX in the shows’ titles, we sought to bring an academic abbreviation to a wider audience and thereby create a personal connection to the subject. By using the artists’ words instead of their iconic artworks, we were able to bring their ideas to this wider audience (and through a variety of advertising media). This personal approach prompted the museum to create retail products based on the advertising. The iPad application (the museum’s first) has been downloaded 80,000 times.

Juror Notes

A smart way to bring an artistic movement to life through the artists’ voices without actually showing the work. Nice restraint.

Collections: AIGA 365: Design Effectiveness (2011)
Discipline: Environmental graphic design
Format: Exhibit, Signage

Credits

Design firm
The Museum of Modern Art, New York
Creative director
Julia Hoffmann
Art director
August Heffner
Designer
Samuel Sherman
Interactive designer
Shannon Darrough
Production coordinator
Melanie Malkin
Editor
Tamsin Nutter
Copywriter
Todd Lamb
Producer
Claire Corey
Curator
Ann Tempkin
Printing method
Paint mask
Client
The Museum of Modern Art
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