Project brief: We wanted to create a branded and memorable space for AIGA’s annual 50 Books/50 Covers exhibition that would be engaging for the intended audience (designers) and also draw in random passersby as well.

Approach: For the 50 Books/50 Covers exhibition we wanted to play up the “Vs.” aspect inferred from the title of the show. We decided to divide the books and covers into opposing “teams” and put them on bleachers opposite each other, reminiscent of a high-school gym atmosphere. The AIGA space was perfectly suited for this setup, with the hardwood floors reinforcing a basketball-court aesthetic. We hung a white industrial vinyl curtain at the far end of the space with a black scoreboard in front of it, which carried the exhibition name and further emphasized the symmetry of the “Vs.” theme. Finally, we commissioned 6-foot 3-D varsity letters made of wood to hang on each side: B for books and C for covers. The visual language of the printed materials, promotions and accompanying catalogue was further derived from a sports theme. For example, the program, which lists the various winners and their “positions,” references the look of a high-school tryouts results posting that you might find on a bulletin board.

Effectiveness: Attendance was very good and feedback to the show was extremely positive.