PROJECT DESCRIPTION

As the Studio Museum prepares to open its first purpose-built space on 125th street in Harlem, it selected Pacific to rebrand the historic institution and create a comprehensive identity system and set of brand guidelines, which it did not previously have. Pacific worked with the Museum to design a new logo and color palette, as well as to create a flexible and intuitive system for the brand to be deployed across print, digital, motion and environmental. The result of this work was delivered in an in-depth brand book, the first in the Museum's history. Inspired by the graphic use of typography within artworks in the Museum's permanent collection, the brand uses Studio Museum Black (customized from Pangram Pangram Foundry's Fragment) to communicate through a unique graphic vocabulary. The new brand illuminates the Museum's vital mission as a nexus for artists of African descent. Where previously content was disparate and used a range of typefaces and formats, specifically on social media, now the brand typeface and color palette create a distinct and unified presence. Since the brand was launched, the Museum has amassed nearly 6,000 new followers. More metrics will be available when the Museum opens next year.

PROJECT INFORMATION

Entry Type: Single Entry

Channel: Cross-Media

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: Confidential / Not available

Production/Execution Budget: Confidential / Not Available

Source of Funding: Nonprofit/NGO/trust fund

Typefaces: Studio Museum Black

Paper:

Materials:

CREDIT INFORMATION

Creative Director: Elizabeth Karp-Evans and Adam Turnbull

Art Director: Elizabeth Karp-Evans and Adam Turnbull

Designers: Elizabeth Karp-Evans and Adam Turnbull

Researchers:

Developers:

Copywriter: Elizabeth Karp-Evans

Illustrator: Matthew Tomlin

Photographer:

Printer: Cosmos

Producer:

Other Credits: Pangram Pangram - Foundry

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