Corporate Identity, Webdesign

The Aldrich Contemporary Art Museum, USA

Look. Look again.

lookinglately developed the concept and design for the Aldrich Museum's new Corporate Identity built around the unique claim: 'look. look again.' The claim directly addresses the museum's goal to achieve a more welcoming and personal appearance and a need to encompass a wider audience ranging from art-savvy to local resident. The claim is embedded in a visual theme of blurred images, special folding techniques that slowly reveal the museum's identity, as well as easily identifiable colors and typographic treatments. The claim and visual appearance form the basis of the new identity from invitations to exhibition catalogues to wayfinding systems and website.