Identity and print collateral design for Musuem After Dark.
The New Britain Museum of American Art was initiating a new program aimed towards young professionals, inviting them to the museum for uniquely-themed events to enjoy a drink with friends, explore the galleries, dance to local musicians or DJs and be creative in collaborative art projects.
As an intern for the design department at the time, I was asked to develop a visual identity in addition to a small number of marketing materials for this initiative. With a young constituency in mind, I wanted the visual identity for “Museum After Dark” to convey a modern style.
It was 2011, and the number of mobile users had increased, especially amongst the 20-35 year old population. By using computerized typefaces and making the sole contact information on back of the business card, a QR code embedded with the simplified acronym identity “MAD,” it was cryptic and intriguing and aimed to connect with a very selective new young audience born in the digital age.
Designed at the New Britain Museum of American Art
