Public Art Fund brings dynamic contemporary art to a broad audience across New York City by mounting ambitious free exhibitions of international scope and impact, offering the public powerful experiences with art and the urban environment. Our work for this iconic arts organization includes the launch of its site and a completely new brand identity. From its new logo, typography and stationery to unveiling their deep digital archive to the world, the overhaul is designed to draw attention to the quality and quantity of work the nonprofit has exhibited over the years.
Visual cues were taken both from the city that inspired the organization and the structural nature of so many public art installations. These underlying themes included the orthography of the city grid, and a sense of physical composition and structural components. Bold typography and colors were used to create a contemporary and vibrant brand language, with adaptability to all future exhibitions that PAF showcases.
The redesigned website incorporates the reinvigorated brand identity while showcasing—for the first time in one place—the complete history of PAF exhibitions. By combining the archive of artworks with rich additional content and live update feeds, the site serves as an outreach and promotional hub, helping the organization grow and reinforce its standing as the single most influential purveyor of public art in New York City. Visit publicartfund.org.
Concurrent with the updated Public Art Fund branding, world-famous artist Tatzu Nishi’s debuted “Discovering Columbus” in Columbus Circle and the Time Warner Building last fall. Out-of-home and collateral promotions for the installation were featured on banners, transit spaces and the wall surrounding the exhibition.