Visual Identity - Prosus A.I. Residency

Visual identity created for Prosus’ A.I. residency in collaboration with Nxt Museum

Background: Technology investors Prosus launched an A.I. residency programme that tasked artists to research how intent-driven AI will impact our society.

Brief: Create a mini identity that combines the Nxt Museum brand with a forward-thinking tech aesthetic, which can be used across online platforms and within the museum.

Approach: I wanted to create an identity that explored a balance of rigidity and flexibility. Technology is cold, solid and sterile, but its ability to create is unprecedented. So I decided to use simple solid line and square shapes as the key graphic device for the identity. I then combined these with ever-morphing animations that brought some natural movements to rigid shapes.

I wanted to make typography a key part of the identity because I felt it would add a modern twist to the technical aesthetic. I experimented with various different typographic forms and eventually found great interest in seeing how minimal I could make each letter, which eventually lead me to the ‘R’ logo you see through the assets. The typography then evolved into a graphic device that would be used throughout the identity.

Assets: The identity was used for various online marketing purposes and as an aesthetic for a museum take over during the opening night of the residency.