As Design Lead for the 2021 contemporary art exhibition entitled "The Fold," I drew upon the humanist principles of the Swiss design movement to create a visually stirring and effective brand identity. The exhibition was inspired by Gilles Deleuze's eponymous book and philosophical concept of folding in time and space, and our branding needed to capture this complex idea whilst remaining accessible and visually engaging to a broad audience.
To achieve this, we developed a visual identity founded on contrast, with a simple and geometric sans-serif typeface and "sticks" graphic reminiscent of the harshly practical minimalism of Swiss design. This was paired with a soft and ephemeral use of color that evokes the dreamy imagery of late-Modern new-age aesthetics. Though distinct, both visual elements seamlessly came together to represent the exhibition's concept of ontological folding.
To achieve this, we developed a visual identity founded on contrast, with a simple and geometric sans-serif typeface and "sticks" graphic reminiscent of the harshly practical minimalism of Swiss design. This was paired with a soft and ephemeral use of color that evokes the dreamy imagery of late-Modern new-age aesthetics. Though distinct, both visual elements seamlessly came together to represent the exhibition's concept of ontological folding.
In addition to the logo, we crafted a suite of supporting materials, including social media graphics, an exhibition program, and purchasable merchandise. By consistently applying the same visual language across all touchpoints, we created a cohesive and memorable brand experience for visitors to the exhibition.
In addition to the logo, we crafted a suite of supporting materials, including social media graphics, an exhibition program, and purchasable merchandise. By consistently applying the same visual language across all touchpoints, we created a cohesive and memorable brand experience for visitors to the exhibition.