JR Branding Campaign
A multifaceted branding project for SFMOMA’s semi-permanent special exhibition featuring a 100-foot digital collage depicting more than 1,200 San Franciscans.
The project consisted of exhibit branding, its gala collateral, multiple interactive and temporary construction signage.
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Art Direction, Brand Strategy, Brand Identity, Marketing Campaign, Signage Design, Print + Packaging Collateral, Design Management
A monumental interactive mural featuring photographs and audio recordings of 1,200 residents of the city of San Francisco.
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The identity of the show needed to match JR’s larger-than-life approach and reflect its audience participation.
I designed the temporary wall as the monumental mural took shape and developed the creative strategy of embedding inclusive windows within the counterforms of the letters. This feature enabled visitors to observe the continuous progress, providing them with an opportunity to admire the evolution of the artwork.