Monument Lab
A Monumental Task
- Brand Strategy
- Brand Identity
- Brand Activation
- Branded Environment
- Arts & Culture
How can Philadelphia ensure its monuments represent the people?
With dialogue, discourse, and massive sculptures, Monument Lab is working to do just that. In collaboration with Mural Arts Philadelphia, we designed a brand that embraces the experimental nature of the project. With playful and exploratory typography, the brand invites new perspectives, incites overdue conversations, and challenges the community to determine our shared future.
Type Play
The expressive typography used in the logotype embodies the festival’s experimental spirit. Each letter is thoughtfully crafted to build around the central idea of public art, creating a cohesive visual identity that encourages exploration and engagement. This design not only symbolizes the festival’s mission to challenge traditional notions of monuments but also invites the community to participate in a dialogue about art, history, and shared experiences.
Starting the Conversation
The brand for Monument Lab was designed to be inclusive, featuring provocative questions and public-submitted artwork that encourage interaction and contemplation. By inviting community members to contribute their thoughts and creative expressions, the festival fosters a sense of ownership and involvement in the public art dialogue.
