Visual Identity · 2025
An exhibition identity cut from the sculptures themselves.
New Forms gathered sixty works by sculptors from across Latin America. The museum needed an identity for posters, signage, catalogue and social media, delivered in six weeks.
Challenge
Lending institutions restricted how the works could be cropped or altered, and some photographs arrived only days before printing.
Approach
Instead of using the artworks, we photographed plaster fragments in the museum’s workshop and combined them with large, tightly spaced typography. The system needed no artwork images to function.
Result
The identity was ready before the loans were confirmed. Attendance exceeded the museum’s target, and the fragment posters were reprinted as limited editions.
Project details
- Client — Museum of Forms
- Year — 2025
- Discipline — Visual Identity
- Location — Belo Horizonte, Brazil
Credits
- Art direction — Lúcia Prado
- Design — Pedro Salles
- Photography — Lúcia Prado