Project Type:

Exhibition Identity

Duration:

07/2022 - 09/2022

Tools:

Indesign, Illustrator, Photoshop, Figma

Introduction

What is the relationship between dreams and reality?

“Textured Illusion” is a 3D art and interactive design exhibition at MoMA curated by me. Showcasing the dreamy and playful work of Sisi Kim and Olivia Pedigo, the exhibition invites visitors to immerse themselves in a world where reality and dreams seamlessly blend. This curated exhibition identity captures the essence of their work's dream-like nature, with a touch of my interpretation through color, layout, and typography.

Design Goal

Spanning booklet to exhibition merch, the project aims to create a unified exhibition identity while keeping three elements in mind: Sisi Kim's playful take on dreams, Olivia Pedigo's hyper-realistic artworks, and MoMa’s brand identity.

Typography

To resonate with the 3D nature of this exhibition, I chose to use a 3D font that’s very fun and playful instead of using MoMa’s usual font. I then added drop shadows to enhance readability of the text, even on white backgrounds.

Color

I kept the color palette simple and unified so it would not overpower the exhibiting artworks. I also had a photoshoot that focused on light and reflection then later edited it to compliment the dreamy, blurry nature of this exhibition.

Visual storytelling in at the center of exhibitions

  • Before diving into visuals, I always start by clarifying the core message I want to communicate. That clarity becomes the foundation for every design choice, from layout to typography, ensuring a consistent look and feel. When the message is strong, the design becomes more than just aesthetic; it reflects the brand’s identity, creating a cohesive and lasting impression.