4A Centre for Contemporary Art
Being at the intersection of a variety of cultures, 4A’s role in many ways is one of an interpreter, provoking conversations across cultures and languages. Contemporary art, however, isn’t meant to answer questions – its task is to provoke more questions and challenge audiences.
The approach was to have audiences feel challenged, asking more questions than they did prior to visiting 4A. The brand takes descriptions of artists’ work and translates them through various regional languages. Each translation creates a slight shift in the original meaning of the work, adding new and challenging ideas of what the work means to the various audiences that view it.
To accompany this translation strip a bold and dynamic logo was designed that changes its internal design based on the works it is promoting and the application.
- Project Roles
- Creative Director
- 4A Centre for Contemporary Art
- Art Direction, Copywriting, Design, Motion
- Brand Guidelines, Branded Content, Logos, Visual Designs, Wayfinding