Museum Invites Students To Be Yourself
MoMA has served patrons from around the world since 1929 with, of course, a focus on modern and contemporary art. But for some young people, a visit can be daunting as accessing such a storied cultural institution on their own terms can be difficult or overwhelming. Brand studio Athletics partnered with MoMA’s School and Teacher Program, a youth engagement initiative for NYC metro students, to address this issue and craft a more dynamic and accessible experience for young learners of all ages.
Athletics ideated an evolved suite of touchpoints that not only promoted engaged, multi-modal learning for students, but are easily produceable by program members in house.
The studio also developed a brand system that honors the MoMA parent identity with its blocky motifs and palette, while infusing playful components that might better appeal to young learners. This culminates in a story shaped to celebrate finding your voice and being yourself so that students can see themselves in art, making the experience more meaningful and memorable.
Layers, doodles, stickers – the School & Teacher brand is very tactile because it’s applied everyday on print collateral that facilitates a broad range of engagement. Classroom posters that build awareness, surfaces for on-premises learning activities, memorable giveaways that drive repeat engagement with the museum. These artifacts build excitement and cultivate a sense of inclusion and community.
Finally, Athletics also developed a kit of headlines and CTAs that could be used on stickers and other fun giveaways. The voice is cheeky, celebrates the young art nerd, and often uses contemporary slang to playful effect.
