MoMA PS1’s Warm Up has letters that dance to music: Brand Identity

Oct 2026

SMLXL developed the brand identity for MoMA PS1’s Warm Up event series, focusing on a visual language that mirrors the kinetic nature of the music-heavy festival. The graphic system utilizes distorted, fracturing typography to convey a sense of rhythm and movement within the promotional materials. Complementing the graphic identity, the project documentation includes aerial perspectives of the MoMA PS1 site. These shots capture the scale of the venue and the surrounding urban environment during the event, highlighting the integration of the museum’s architecture with the crowd. The imagery utilizes saturated tones to emphasize the atmosphere of the festival grounds.

Advertising Campaign