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Guggenheim
Brand Identity
2024
The Guggenheim Museum's most distinctive feature is its unique architecture. In this project, the Guggenheim is rebranded with a visual system that captures the immersive feeling of interacting with its architecture and artworks.
Catherine Opie Exhibition
Catherine Opie's work is a visual resistance to the social norms of the time. To emphasize that her resistance is manifested through the Guggenheim, the campaign uses the circle, the main graphic element and symbol of the Guggenheim's architecture, inverted.