RETRO
A Retrospective Exhibition
This retrospective exhibition explores the work and design process of Natasha Jen, a multidisciplinary designer and current Pentagram partner. With a modular framework, clean sans-serif typography, and bold unique graphics that represent the different disciplines Jen works in, the branding is reflective of her life as a designer while also enticing contemporary audiences to visit the exhibition at the MoMA. The project consists of out of home billboards, banners, and bus shelters to promote the exhibition, and promotional items for visitors to purchase as a souvenir.
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Crown — Branding Identities
The crown represents branding identities, which is Jen’s most notable design discipline. Over her career she has created and redesigned countless brand identities, improving their messaging and visual identity.
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Clover — Environmental Design
The clover represents Jen’s work in environmental design as the spheres come together to create a clover. Much like environmental design, there are elements that comes together to create an overall event for the audience to enjoy.
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Circles — Multi-Scale Exhibitions
The circles are used to represent Jen’s work in multi-scale exhibition as the two forms are at different sizes from one another. They come together to show how the exhibitions she designs cna be adapted to fit specific areas.
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Hourglass — Signage Design
The hourglass represents Jen’s work in signage design, a discipline that takes many hours to master. It deals with wayfinding and overall branding of a space, but good signagea also saves visitors time and frustration getting around.
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Cubes—Print, Motion, Interactive Graphics
The cubes represent her work in print, motion, and interactive graphics because it’s a very modular shape. To work in these mediums, a designer must be adaptable and translate their skills across the different disciplines.
