Event identity for The Museum of Modern Art — "MoMA March Party", the annual museum party featuring live performances and DJ sets, hosted by the Young Patrons Council. Little Troop was commissioned to create the event identity, social media campaign and on-site animated visuals for the night.

The challenge was create a look that connected with a new younger audience while celebrating art and creativity.

Inspired by the (New York) City at Night, the identity pulled from NYC's iconic bodega neon signage, lighting up MoMA's brand palette in motion.

The motion-centered treatment created an ever-changing ambient backdrop in key spaces of the event. With the animations placed across the entry and party floor digital screens, the identity created the landscape for the on-site visuals.

Above: The event's identity explored different color variations, all pulled from the MoMA color palette, across social and email assets.

The identity's ever-changing became acted a photo-booth backdrop for attendees to capture their night.

Event Photography Alycia Kravitz Studio, Jason Lowrie/BFA.com