The Museum of Arts and Design (or MAD), located in New York City, features art pieces that emphasis craft techniques and design methodologies and local artists through open studio spaces. Initial research centered on how to communicate this focus on the foundations of art and design — the creation process itself.
The visual system for a series of three posters was the cornerstone of the advertisement campaign. Two central visual elements was utilizing MAD’s custom typeface used for their logotype, and silhouettes of real art pieces on currently displayed at MAD.
The “Foundations” Campaign shows MAD’s focus on the creation and craft of artwork and design. The call to action pushes visitors to think beyond the art piece to its origins, and invites them to visit the Museum of Art and Design themselves to explore the foundations of creative work.
