Whitney Museum of American Art
Make room for the art.
The Whitney’s responsive identity shows how a museum can stay recognisable while giving different artworks room, and its design team room to exercise judgement.
The Structure Underneath
Essays on identity, culture and the decisions that hold design together.
Spotify
How do you brand what you don’t make?
Spotify’s image system offers a useful lesson for cultural platforms: create coherence around other people’s work while deciding what that work needs to retain.
New York City Subway
Design the next decision.
New York’s subway graphics reveal a harder test for brand systems: can another person make the next decision well, and can the audience use the result?
Porto
An identity should have room to grow.
Porto’s city identity shows how a shared visual vocabulary can welcome new stories without making every new programme start from scratch.
MIT Media Lab
Different voices. One institution.
What MIT Media Lab teaches us about building a brand family: keep the relationships clear while giving different teams room to be themselves.