University of Illinois (Urbana–Champaign) Master of Fine Arts 2020 Identity
Create a suite of engaging promotional materials for the University of Illinois (Urbana–Champaign) Master of Fine Arts 2020 Exhibition. Materials must be able to package and mail together, and promote exploration of the content.
The University of Illinois is an institution providing students with the foundational elements to build prolific careers. With this idea, we created a visual identity system using geometric elements to represent the building blocks of education. The custom logo and display typeface are designed to be the most minimal expression of each letterform possible within a limited set of shapes and functions. The content placement is largely randomized within a strict modular grid to promote playful and pensive compositions, while remaining organized for clear comprehension. The websites randomly generate graduate images from all disciplines, to promote democratic exploration through the entire body of exhibition work.
The client was thrilled at the outcome. The aesthetic and concept were well received and felt it thoughtfully represented the program. To quote our client contact: "I think it's fresh and brilliant. I find, as is your intention, that the typeface is innovative, beautiful and fascinating; it functions as a puzzle, which engages and then rewards the viewer. It's worthy of what we hope to be as a school!" What's more is the visual system and materials allow for much flexibility for future exhibition content.