Tony Lee, Jr.
expo1_0 expo1_1 expo1_2 expo1_3 expo1_4 expo1_5 expo1_6 expo1_7 expo1_8 expo1_9 expo1_10

EXPO 1: New York

EXPO 1: New York was an exceptionally odd project. Taking place in 2013 at MoMA, MoMA PS1, and Rockaway Beach, EXPO 1 involved more than fifty artists, twelve different venues (including the Rain Room), and the underlying theme of “dark optimism.” As a kind of “festival” exploring ecology, economy, and social-political instability, EXPO 1 didn't fit into any one category easily.

The challenge was to create an identity on a tight timeline that not only unified all these parts, but also set up a branding system for future EXPOs that still fit within MoMA and MoMA PS1’s master brands. The mark, meant to feel stark and gritty, became the focus of the advertising campaign, as well as the anchor for the corresponding Rain Room campaign and exhibition graphics.

Communication Arts Typography Annual, 2014


Creative Direction: Julia Hoffmann, H.Y. Ingrid Chou
Art Direction: H.Y. Ingrid Chou
Design: Tony Lee, Jr.
Copy: Jocelyn Meinhardt
Production: Claire Corey, Althea Penza
Photos: Martin Seck, Tony Lee, Jr.