MoMA

MoMA · Brand Identity

Little Troop developed the brand identity for the MoMA Family Festival, titled Another World. The project establishes a cohesive visual language across print and digital collateral through vibrant, vector-based illustrations and playful typography. Whimsical botanical motifs, stylized creatures, and abstract natural elements are rendered in a bold, retro-inspired style that balances museum institutional standards with child-friendly storytelling. The design system features a bright palette of green, pink, and purple, utilized across event brochures, digital outdoor advertising, and promotional stickers. By combining clean layouts with graphic color-blocking, the identity maintains a consistent look from museum festival banners to social media templates.

MoMA · Digital OOH

MoMA · Brand Identity

The brand identity for the Museum of Modern Art, meticulously crafted by the design studio Order, functions as a masterclass in institutional visual storytelling. By bridging the gap between historical weight and contemporary relevance, the project channels a sophisticated design language that feels both authoritative and accessible. The system leans into a rhythmic hierarchy of bold typography, utilizing a bespoke sans-serif typeface that anchors the institution's diverse range of programming. This cohesive approach is exemplified through a vibrant palette of primary colors—striking yellows, reds, and blues—which serve as a consistent thread across various touchpoints. From high-impact street banners mounted against the urban sprawl of New York to the precise, gridded layout of exhibition brochures and newspaper advertisements, the identity maintains a distinct graphic clarity. The project successfully employs UI illustration techniques and motion graphics to harmonize archival art prints with modern, abstract motifs, ensuring that the museum’s communication remains dynamic. Whether through the clean, modernist presentation of a typographic specimen or the playful organization of multilingual welcome cards, the work reinforces a corporate identity that is unmistakably rooted in the avant-garde. Through this strategic application of editorial minimalism and high-contrast typography, Order has solidified a visual ecosystem that elevates the museum’s status as a global leader in media and entertainment while celebrating the art of the exhibition itself.

MoMA · Brand Identity

The MoMA brand identity project establishes a cohesive visual language through bold typography, minimalist graphic elements, and a vibrant, color-blocked palette. Designed by Regrets Only, the system spans both physical promotional materials and digital interfaces, employing clean vectors and structured layouts to organize institutional content. Techniques such as motion graphics and precise typography integration define the project, which appears across mobile app interfaces, environmental signage, and digital lobby displays. The identity system utilizes a consistent grid and linear graphic motifs to maintain visual continuity, balancing minimalist aesthetics with high-contrast color fields across diverse media applications.

MoMA · Brand Identity

Athletics developed a comprehensive brand identity system for MoMA, spanning both digital motion assets and tactile physical collateral. The project leans into a bold, modern aesthetic, utilising vibrant colour palettes and dynamic graphic layouts to represent the institution across its educational and public-facing programs. The visual language incorporates a mix of clean, high-contrast typography and playful illustrative elements, such as hand-drawn doodles and abstract paper-cut shapes. Execution techniques range from screen printing on activity materials to hard-light photography and motion graphics, all maintaining a cohesive institutional feel through sharp graphic alignment and structured composition.

MoMA · Water Lillies