“The purpose of art is washing the dust of daily life off our souls.”

Pablo Picasso

For AICP’s first post-COVID return to IRL at The MoMA in 2022, I led the creation of a unified brand system spanning motion, digital, and print.

We began with loose, painterly abstractions—some analog, some digital—then skinned with a style transfer to animate them.

The goal was to explore movement through abstraction, balancing legibility with expression.

Creating order out of the chaos.

To contain the beautiful mess of machine interpretation and motion, we imposed order—a strict grid, sharp typography, deliberate whitespace. Like hanging wild art in a white-cube gallery.

The black tie AICP Awards meant there was plenty of room to inject color.

Guests walked into MoMA and were met with motion at the door, at the bar, on every wall. Our colorful system spoke before anyone did.

We designed every touchpoint: tickets, brochures, signage, social, environmental.

The brand guidelines held it all together. The system moved guests seamlessly from entrance to bar to theatre and, naturally, back to the bar.

Credits:

AICP Creative Director: Matt Miller
Producers: Kristin Wilcha, Shannon Munoz-Flores, Katie Mulligan

The MillCreative Director: Mike Schaeffer
Executive Producer: Katie Tricot
Producer: Nicole Melius
Lead Art Director and Concept: James Isaaks
Lead Designer: Amy Staropoli
Designer: Leidy Junco
Animators: Brody Davis, Barry Chapman, Fede Reano, David Manzo
Junior Designers: Kris Sharabinskaia, Gianna Yarull Urena
Finish Artists: Matt McDonald, Tom McCullough
Production Coordinator: Cath Daly

Editor: Matthew Campbell

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Director & Creative Director

Zara

Zara Woman Studio Collection Instore Film