An immense amount of thought went into the art direction. For example, all imagery portrayed people moving left to right, directionally the same on a map as people moving from Manhattan to Queens: the overarching communications objective our campaign.
When we developed the name, we had to convey first and foremost that the museum had moved to Queens. What better way to signify movement than to reference the language of airport naming, i.e., JFK, LAX…
We presented a communications system for the exhibitions whereby we would crop the artwork and present the key information in the body of image. Our argument was that the mind has the ability to “complete” an iconic artwork, so why always feel obliged to show it? Needless to say the curators had heart attacks and the concept was killed.
We worked with Michael Maltzan and his team on the seamless integration of the identity and signage into the architecture. What most people don’t know is that we labored two months to create a custom system of pictograms that were coherent with the visual language of the brand identity.