The goal for this project was to make a display typeface that resonates with Damien Hirst and do a special exhibition branding for the artist held by MoMA.
Damien Hirst is an English artist that expresses life and death. And it was intriguing for me that he shows this abstract and unstructured theme in a most structured way. By using rectangular frames. So I made a typeface inspired by these frames that Damien used in his most well-known series, 'Natural History.'
Based on the custom typeface, the system of the exhibition branding was to stretch the typeface(rectangular frame) vertically that it can convey the feeling of a cage or even a jail that locked up the animals.