SFMOMA, More Open than Ever

In the wake of pandemic closures, SFMOMA reopened its doors with a mission of ‘radical hospitality’ to rebuild its audience and support the revitalization of downtown San Francisco. Through a range of exhibitions and community-focused intitiatives, SFMOMA became more open than ever.

To signal this shift, our goal was to use our brand to activate the entrances to the museum, which can be intimidating for first-time visitors. Working with the artist Jocelyn Tsaih, who is known for dynamic figures and abstract forms, we highlighted the entrances to the museum. Through her concept of portals to an inviting world of art, her illustrations activated these spaces, becoming beacons to passerby. 

In addition to the shift in programming, the initiative extended to a temporary policy of free admission to the first two floors of the museum, including it’s permanent collection. To raise awareness of this feature, the brand activation extended into the interior of the building to direct visitors to the free spaces. 

Viewed in conjunction with Jocelyn’s vibrant art, the existing SFMOMA font didn’t seem quite right to convey our exuberance for this program. After a bit of experimentiation and exploration, we handlettered directly on the walls, adding a literal human touch to the message of welcome.