Museum Of Modern Art

The Museum of Modern Art Design Store came to my class at the School of Visual Arts with a brief to create a unique identity for their Destination: NYC series of design products, without relying on the tired cliches' that exist in New York (skylines, apples, taxis).

Approach:

We focused our idea around the notion that New York City is enlightening. People come to NYC for a variety of reasons, and no matter what that reason is, it's rooted in looking for something deeper in life. A meaning to themselves and what they do. Keeping that mind, we were inspired religious imagery, the lights in times square, and the Manhattanhenge. We used lights, gels, & stencils to create an identity that changes shape, featuring a ghostly appearance, that intrigues the viewer to look deeper into the identity. Like the people in New York City, it's constantly changing, and constantly moving.