PROJECT DESCRIPTION
The Museum of Fine Arts Boston's grand building and prestigious reputation have in the past proven to be intimidating to potential visitors. Though the institution has evolved its programming to feature more diverse artists and initiatives, external perceptions hadn't until recently aligned with this shift.
Base has pivoted MFA’s positioning to remind all Bostonians that its spaces and collections are for everyone. Through a new visual identity and messaging, the goal was to convey a sense of belonging for all visitors.
A new logo with connected letterforms more prominently features “Boston,” and a bold and slightly quirky type includes special glyphs that embrace and support one another. A red triangle is used as a flexible element to activate content, as part of an animated ticker that feels dynamic even when static.
The slogan “Here All Belong” was chosen for the relaunch campaign as a promise of active inclusion, applied within a flexible visual framework alongside a diverse range of portraits from the MFA collection, which create a human connection.
The arrival of the Obama portraits presented an opportunity to reveal the new identity and slogan, and posters were installed all over Boston to entice new audiences to the museum.
PROJECT INFORMATION
Entry Type: Series / Campaign Entry
Channel: Service
Primary Role of the Designer: Designer as change agent
Client Relationship: A retainer relationship
Intention of the Project: Re-launch, redesign, or update of an existing product, service or program
Development Budget: Decline to state
Production/Execution Budget: Decline to state
Source of Funding: Client
Typefaces:
Paper:
Materials:
CREDIT INFORMATION
Creative Director: Min Lew
Art Director:
Designers: Jeffrey Waldman - Senior Design Director; Inva Cota - Design Director; Bryan Chu - Designer; Shirlin Kao - Designer
Researchers:
Developers:
Copywriter:
Illustrator:
Photographer:
Printer:
Producer: Jake Post
Other Credits: Yaniv Fridman - Motion Designer
Museum of Fine Arts Boston
Category
Brand and Identity Systems
Description
Winner - 365: AIGA Year in Design (2022)
Title: Museum of Fine Arts Boston
Design Firm/Agency: Base Design
Client Industry:
Client Location: Boston, MA, USA
Juror Comments
“So vibrant, fun, and playful. The stacking system and pattering says GO, particularly in motion. And the friendly, quirky typography is so welcoming, great for inviting a broad public into the Fine Art realm.”
Self-Identified Distinctions: Design for Good - Cultural Awareness
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