MoMA Family Festival

"Festival identity for The Museum of Modern Art: a first-of-its-kind family festival, Another World, featuring art and activities celebrating nature through creativity. Little Troop was commissioned to create the identity and own an extensive campaign roll-out, including OOH, digital, print, signage, café placemats and retail merchandise."

"Inspired by characters from decades past (think Super Mario meets Dick Bruna), the identity is built from a set of other-worldly lifeforms celebrating the creativity, inclusivity and fun of the festival experiences. Dream-like and a little odd in nature, the family of characters are designed to inspire the idea of natural worlds, dreamt up with new eyes. The challenge was to create an identity that illustrated the theme and tone of the festival all on its own, without event photography, and with both parent and child appeal."

"Little Troop was given the MoMA brand guidelines as a base to sketch from, requiring all typography to be set in MoMA Sans Bold and all colors to be selected from the MoMA brand palette. LT selected a set of eight colors that felt equal parts bold, timeless and gender neutral. The out-of-home rollout ran throughout New York City leading up to the event: taxi tops, bus shelters, Link NYC stations, subway panels and newsstands, with almost 6 million impressions in total."