detroit institute of arts
identity • interaction • installation • experiencecollaborators: lp [concept, signage, web] • elizabeth dezeery [concept, print, merch]
challenge
the historic Detroit Institute of Arts is one of the central jewels of Detroit. the museum has earned both local and nationwide respect for its collection of pieces that represent a full spectrum of art across many cultures, times, and places.
our challenge was to design a refreshed identity system that preserves not only the DIA’s cathedral-like magnificence, but also its spirit of childlike discovery.
concept
seeing the DIA as a neutral container clarified the purpose of updating the identity. by keeping our identity minimal and functional, it can allow the art, people, connections, and experiences to blossom.
the golden ratio became the foundation of our grid for its deep roots in art history, and its similarity to the winding hallways of the DIA. the lines that we sourced from it each represent a possible path of exploration.
deliverable
the refreshed identity consists of a redesigned concept and essence statement, color palette, wordmark, typeface pairing and treatment, grid, image treatment, pattern and shape, set of various system applications, and custom mapping + discovery software.
printed matter
typeface pairing system representing the balance of classic and modern, accessible and sophisticated.
De-Map Interface
De-Map breaks the traditional routine of walking through exhibits in a linear way.
through the three steps of Filtering, De-Mapping, and Re-Mapping, any guest can create unexpected and serendipitous connections between unlikely pieces through the touchscreen interface.
Magnify App
we furthered our goal of creating connections between people, art, and culture through designing a DIA app.housed in the app is our feature called Magnify, a software that lets you scan any painting in the collection to reveal the deeper story of the piece.you can explore who the piece is by, what materials it’s made with, the keywords that describe it, and where it is in the DIA building.
social media system applications
