MoMA Design Store:
Destination NYC

A VISUAL IDENTITY SYSTEM FOR A COLLECTION OF PRODUCTS MADE EXCLUSIVELY BY NEW YORK CITY DESIGNERS FOR MoMA.

While attending SVA's Masters in Branding Program, the class of 2013 was given the assignment to develop an identity for the MoMA Design Stores latest Destination: Design series. Our challenge was to create a mark that encapsulated New York City without the use of the typical clique icons
or imagery.

 

The solution was the creation of a flexible identity system where NYC serves as a holding shape where disparate elements, collide, contrast and combine into a vibrant whole. I was fortunate enough to work on this project from concept to completion. The scope of the project also included window and in-store displays, web graphics, ads and marketing collateral.

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Press:

Under Consideration - Brand New

Graphic Design USA

HOW - International Design Annual 2014

Destination NYC used a flexible identity where disparate elements, from all corners of the world, collide, contrast and combine into a vibrant whole. The holding shape suggests the everyday landmark of
New York City: the corner.

MoMA DESIGN STORE - MIDTOWN

MoMA DESIGN STORE - SOHO