Opportunity

As part of MoMA’s new renovation and strategy, MoMA would rotate a third of its permanent collection to provide fresh perspectives and more variety. MoMA needed a strategy, name and identity that would spur a sense of excitement each time this event occurred.

Outcome

The campaign builds on MoMA’s existing core design system, and reflects the physical experience viewers will have in the newly reorganized MoMA galleries — discovering something new at every turn.

This project brought to life MoMA’s new curatorial strategy while reimagining their existing identity.