by abduzeedo
Explore how Athletics created a dynamic, accessible branding and visual identity for MoMA's School & Teacher Programs, engaging young learners.
For designers, few projects are as inspiring as helping a major institution connect with a new generation. Athletics, a design studio, took on this exact challenge. They worked with MoMA's School & Teacher Programs. Their goal was to make modern art feel open and exciting for young students. This involved a complete overhaul of their branding and visual identity.
MoMA has been a world art center since 1929. But for young people, visiting can feel overwhelming. Athletics understood this. They wanted to create an experience that sparks curiosity and helps students be themselves. They started by observing tours and looking at existing materials. They also spoke with teachers to learn what makes a program work well. This research led to new ways for students to learn. It also made it easier for the program members to create materials.
The brand system they built is both fun and elegant. It keeps MoMA's original look, like its blocky shapes and colors. But it also adds playful parts that young learners will like. The main idea is about finding your voice and being yourself. This helps students connect with art and remember the experience. This hands-on brand experience uses layers, doodles, and stickers. These are used every day on printed materials. Think about classroom posters. They tell people about the program. They also offer spaces for learning activities. Fun giveaways, like stickers (you can see them on page 9) , encourage students to come back. These items create excitement and a feeling of belonging. This cohesive
Visual identity truly shines.
Giving the program a clear voice was important. Athletics created headlines and calls-to-action for stickers and other giveaways. This voice is "cheeky" and celebrates young art enthusiasts. It often uses modern slang to be fun. Phrases like "Low key art," "Future art nerd," and "Art is my bff" speak directly to kids.
You can see the practical use of the brand on different items. Guest passes and branded tote bags extend the experience outside the museum. The outdoor posters on page 7 show how the brand works on various surfaces. They all share the same message: "Make art. Meet people. Explore ideas. Be yourself". This strong, clear
Branding and visual identity invites young people to engage with art their way.
Athletics' work for MoMA's School & Teacher Programs is a great example. It shows how strategic branding and visual identity can open up cultural places to new groups. It highlights how design can inspire curiosity and self-discovery.
Explore more of Athletics' work here.
