Exhibition Identity - Still Processing @ Nxt Museum

Exhibition identity created for ‘Still Processing’ new media art exhibit at Nxt Museum in Amsterdam

Brief: ‘Still Processing’ is an exhibition that explores how people and technology translate data into meaning. To launch the show, they needed a full marketing and in-museum identity created to help distinguish this show from their previous ones.

Approach: When it comes to marketing exhibitions, the artworks will always be the focal point, so I needed the identity to be designed in a way that it supported the artists work. I decided that a typographic approach would be a good route to go down as it allowed me to add subtle graphic styles that didn’t over power the art works. I adapted the museums font ‘Telegraf’ to incorporate a pixellated style on certain letterforms, creating a visual aesthetic that connoted a sense of imperfection, like the identity was also ‘still processing’. The pixellated type represents a sensation that can only occur by machines, the imperfection highlights an element of human touch.

Assets: The identity began as an online and OOH campaign, eventually developing into an in museum aesthetic for the opening of the exhibition.