All Purpose - DANIEL ARSHAM: PHASES

Exhibition identity and design for Daniel Arsham Phases, shown at Fotografiska New York. The exhibition celebrated 20 years of the artist’s photography.

For the “Daniel Arsham: Phases” exhibition at Fotografiska New York, we crafted a dynamic motion identity that spans the exhibition, merchandise, marketing materials, and the installation itself. This visual identity celebrates the fluidity and transformation inherent in Arsham’s work, reflecting the evolution of his artistic journey over the past 20 years. The motion identity incorporates a bespoke, generatively configured wordmark that interacts seamlessly with a dynamic image grid, creating a sense of movement and change. Complemented by a minimal Swiss-style secondary typeface, the overall aesthetic mirrors Arsham’s meticulous, technical approach to his practice, offering a harmonious blend of precision and creativity.

The exhibition showcases never-before-seen photography from Arsham’s extensive portfolio, capturing the essence of his ‘phases’ of work. Each phase represents a distinct period and style, forming a cohesive narrative that spans two decades of artistic exploration. Our systematic identity for the exhibition is conceptually driven by these phases, ensuring a visual balance within Arsham’s existing work, brand, and studio. This cohesive approach is not only evident in the exhibition design but also extends to the merch design and production, creating a unified experience for visitors. The identity is further amplified through advertising across Manhattan, ensuring the dynamic essence of Arsham’s work reaches a broader audience.

Arsham’s reflections on his practice emphasize the magical transformation achievable with minimal inputs, producing a wide variety of variations from a single viewpoint. This philosophy is intricately woven into our identity design, where motion and fluidity underscore the relationship between technology, light, space, and variation. The motion identity encapsulates the essence of Arsham’s quote, “The camera can produce so many variations on one single viewpoint,” by dynamically shifting and adapting, much like his photographic subjects. By crystallizing ambiguous in-between spaces and situations, our design pays homage to Arsham’s unique vision, creating an immersive and engaging experience for all who visit Fotografiska New York.