OPENING UP THE WORLD’S MOST ICONIC ART INSTITUTION. And responding to the rapid pace of change in popular culture.

With 2.5 million visitors a year, and outreach to communities all over the world, MoMA is one of the world’s most well known and important cultural institutions. Our challenge was responding to the rapid pace of change in popular culture, and building a brand and communications strategy that acknowledged the blunt instrument of traditional advertising wasn’t going to reach the breadth of audience MoMA needs to continually engage.

We worked with the team and MoMA’s board to refresh an iconic identity, introducing a more flexible graphic style that will help manage an increasingly diverse creative output. By applying a strong voice and attitude, and making the new visual landscape feel less institutional and more inspirational, we have given MoMA an identity that is more exciting, confident, inclusive and engaging.