Branding | MOAD


Client: Museum of the African Diaspora, San Francisco, California
Services: Identity Program, Signage and Exhibit Design 3D Prototyping  and Simulations

The Museum of the African Diaspora (MoAD) is a San Francisco based nonprofit organization that was conceived as a part of the economic and cultural revitalization of downtown San Francisco. AGA helped to launch MoAD as a dynamic, world class institution that brings people of all ages, ethnicity and backgrounds together. Collaborating with the museum staff, branding specialists, exhibit designers and architects AGA produced introductory video and interactive materials for fundraising and marketing. AGA developed script and visual materials including 3D prototype, curated virtual exhibits and virtual tour of the MOAD's architecturally stunning space.

Creating a new identity requires the designer to transform dense layers of information into a single icon. Before arriving at a final decision for the identity, we prototyped a wide variety of possible applications. As designers of environmental graphics, print graphics and exhibitions, we are adept at knowing the limitations of design in varying media. The final design balances aesthetics, utility and readability at multiple scales.

Master plan and content: Lord Cultural Resources
Architect: Freelon Group Architects
Identity Program, Exhibit Design, & Signage: Susman/Prejza

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