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.

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