HATCHED

Every year, the graduate students of The School of Visual Arts MFA Designer as Author + Entrepreneur Program present their thesis projects to the world. All 19 projects are bundled into one exhibition, which is shared in a gallery space and as a live forum, as well as on the web and as an app. We were in charge of all the branding and identity for the exhibition, entitled “Hatched: New Ventures in Entrepreneurial Design”.

The branding, much like the projects, was bold and dynamic. The logo animated, fluctuated in line thickness, and alternated from light to dark. Posters and promotional materials experimented with optical patterns, to reveal and hide typography. The gallery space also featured an interactive projected wall pattern that, when patrons walked in front of, would change shape and size based on who was observing it.

CREDITS

CREATIVE DIRECTION:
Steven Heller

DESIGN & ART DIRECTION:
Jenny Rozbruch, Lizzy Showman, Nada Seet, Justin Colt & Jose Fresneda

DIGITAL INSTALLATION DEVELOPMENT:
Alex Staudt

CATEGORIES

ART DIRECTION

BRAND DEVELOPMENT

EXPERIENTIAL

MOTION GRAPHICS