CLIENT
Focus on Abstraction
OUTPUT
Identity, Exhibition Design, Website, Print, Digital, Typeface
FOA is an annual series of exhibitions celebrating the richness and variation in contemporary abstract art. The organisers of FOA tasked us with creating their future graphic identity starting in the year 2023, which comprised a series of three shows at the Pavillon am Milchhof in Berlin.
The design is a continuation of the legacy identity which used justified Helvetica throughout. After a creative workshop with the organisers, we agreed that the identity could benefit from a more unique approach without dispensing with the existing design elements – our brief was to ‘de-Swissify’ an identity built around Helvetica.
We leaned into the heavily metricised and gridded design process and created a fixed-width cut of the iconic Swiss typeface in two weights, which formed the backbone of the new identity. The rigid layout system flows text aggressively into blank spaces forming an almost mechanical structure for the viewer to navigate.
