8/30/21 - 12/22/21

SWEATY CONCEPTS EXHIBITION

THE IDENTITY FOR THE SWEATY CONCEPTS EXHIBITION AT THE WILLIAMS COLLEGE MUSEUM OF ART REFLECTED THEMES OF IDENTITY AND THE COMPLEXITIES OF BELONGING.

TITLE GRAPHIC

FEATURED PROMINENTLY ON LOCAL BILLBOARDS, PRINTED ADVERTISEMENTS, AND THROUGHOUT THE EXHIBITION, THE TITLE GRAPHIC UTILIZED A CLASSIC SANS SERIF FONT WITH CONSISTENT SPACING. THE DESIGN CENTERED ON A MULTI-COLORED SPHERICAL GRADIENT OF REDS, ORANGES, AND GREENS, SYMBOLIZING THE DIVERSE EXPERIENCES REPRESENTED IN THE EXHIBITION, INCLUDING GENDER IDENTITY, SEXUAL ORIENTATION, RACE, AND ABILITY.

ENVIRONMENTAL GRAPHICS AND CONTEXTUAL INTEGRATION

LARGE-SCALE ADVERTISEMENTS FEATURED AN OFF-WHITE BACKGROUND THAT SUBTLY EVOKED THE LOOK OF FLESH, REINFORCING THE CONCEPT THAT THESE "SWEATY CONCEPTS" ARISE FROM BODIES STRIVING FOR BELONGING IN A WORLD THAT OFTEN MARGINALIZES THEM. WITHIN THE EXHIBITION, THE GRAPHICS WERE DESIGNED TO COMPLEMENT THE VISUAL IDENTITIES OF THE ARTWORKS, ACHIEVING A SEAMLESS INTEGRATION THAT SUPPORTED THE CURATORIAL VISION.

THE GRAPHICS MATCHED THE EXHIBITION’S COMMITMENT TO FOSTERING INCLUSIVITY IN THE ARTS. THE DESIGN STRATEGY PRIORITIZED VISUAL COHESION, ENSURING THAT THE BRAND IDENTITY RESONATED WITH THE BROADER THEMES OF THE EXHIBITION WHILE ENGAGING DIVERSE AUDIENCES.