Philadelphia Mural Arts Program hosted German artist Katharina Grosse, to paint a mural entitled psychylustro. GDLOFT visually represented the artist’s approach to her work, which makes no distinction between background and foreground. The design’s interfusion of type and background reflect this approach. By integrating the Grosse's quotes into the design, GDLOFT gave Grosse an opportunity to converse and educate the public on her own work.
Much of contemporary art is misunderstood or unapproachable to the general public. We wanted to address this issue by using the artists own words to describe the work—to have the artist "speak" to the audience directly. We asked Katharina to send us statements about her work, the text became the image. The visual approach is an interpretation of the artists' own process of the "blurring" boundaries.
The clients were very pleased with the results. In addition to adding insight into the artists' work it also stirred curiosity about the "phrases". The audience at many of the events and venues started to "collect" the different pieces and phrases.