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.
