Museum of Modern Arts Sends a Love Letter to New York City’s Neighbours

Throughout the past few weeks, MoMA has been rolling out a new visual brand campaign that’s making its mark around New York City.

The visual brand campaign, created in partnership with global creative agency Wieden+Kennedy New York, is based on a simple truth: art has always been a reflection of life.

They’re using art as language, creating a love letter to New York City’s neighbours, and giving New Yorkers and all visitors the chance to connect with modern art in a new, relevant, and meaningful way. With a goal of creating intrigue and drawing more New Yorkers to MoMA, they’re leveraging art’s ability to be a mirror of the times to help people see themselves, and their communities, reflected in the works chosen.

To execute this, they relied on the museum's most recognisable elements: its logo and its renowned collection.

By reimagining the iconic MoMA logo and highlighting just two letters alongside works by artists like Warhol, Van Gogh, Magritte, Hopper, and Kusama, among others, they aim to celebrate the Museum’s rich collection and highlight how MoMA serves as both a refuge for the local arts community and a cultural hub for the city. In total, they featured a collection of artworks across all mediums, from artists of different generations and backgrounds.

To reach New Yorkers and the diverse communities they come from, they’re bringing together art that is seldom paired together outside of museum walls to tell a hyper-contextual story using billboards, subways, taxi tops across the city, OTT, digital, and social channels.