Inspired by characters from decades past, (think: Super Mario meets Dick Bruna), the identity is built from a set of “other-worldly” lifeforms celebrating the creativity, inclusivity and fun of the festival experiences. Dream-like and a little odd in nature, the family of characters are designed to inspire the idea of "natural worlds, dreamt up with new eyes".
- Brand Identity
- Campaign
- Illustration
- Animation
- Social
- Art/Creative Direction
- Digital Design
Event identity for The Museum of Modern Art — a first-of-its-kind family festival, “Another World”, featuring art and activities celebrating nature through creativity. Little Troop was commissioned to create the identity and own an extensive campaign roll-out, including OOH, digital, print, signage, café placemats and retail merchandise.
Visit SiteFeatured On
The Brief
The challenge was to create an identity that illustrated the theme and tone of the festival all on its own, without event photography — and with both parent and child appeal.
With this in mind, LT worked to create a graphic world that felt inherently compelling and 'thumb-stopping' in execution, with a level of restraint and austerity that felt understated in tone, rather than childish.
OOH Rollout Little Troop was tasked with an extensive out-of-home rollout of the campaign throughout New York City leading up to the event. The final media channels included taxi tops, bus shelters, Link NYC stations, subway panels and newsstands, with almost 6 million impressions made in total.
Character Design
The final set of characters are a true motley of creatures that allude to organisms of all kinds — from flower-like plant life with shocked faces and ever-changing leaves, to purple baby frogs with parents that pop up from portals.
Typographic System & Color Palette Little Troop was given the MoMA brand guidelines as a base to sketch from, requiring all typography to be set in MoMA Sans Bold, and all colors to be selected from the MoMA brand color palette. LT selected a set of eight colors that felt equal parts bold, timeless and gender neutral, and that could flex to use in both spot illustrations and background floods.
Above: Concept development sketch exploring maximalism, scale and typographic play.
Festival Wristbands LT was tasked with designing wristbands for each day of the event — leading with a multi-colored design that transitioned to one-color.
Festival Program A 36-page booklet was designed and illustrated by Little Troop as a guidebook to the festival activities.
Retail Merchandise Festival tote bags and clear vinyl sticker packs were sold at MoMA retail spaces throughout the museum.
Cafeteria Placemats and Staff Badges Color-in placemats for the MoMA café were illustrated to encourage creative interactivity, while staff badges created a bold signifier of help.
Website
Little Troop created bespoke spot animations, bringing life to the festival microsite designed by the MoMA design team.
See more LT Projects