Catalyst
A Knight Foundation forum exploring digital transformation in the arts.
For a new forum exploring the intersection and implications of technology in the arts, the Knight Foundation came to TPD for a brand name and identity before its launch during Miami’s Art Basel. The discussion explored digital transformation through the lenses of sustainability, ethics, and exploration, and called for a brand identity as dynamic and adaptable as its scope.
Our team developed the name Catalyst to illustrate the event’s mission for stimulating discussion and insight among leaders at the forefront of art innovation. To visually represent the intersection of arts and technology, the wordmark pairs two contrasting typefaces: one with full, organic movement and one with a more digital, modular design. Together they reinforce the cause-and-effect relationship between technology and art — and how you can’t have one without the other.
Redefining Boundaries
Movement is integral to this logo system. Each mark is designed to come alive through digital animation. In print applications, compelling compositions that move the eye offer a similar effect.
On the Big Screen
Inspired by the work of boundary-blurring artists, TPD used an expanded color palette to illuminate the New World Symphony sails with flowing gradients. Custom animated shapes across the screen to announce speakers, and the wrap-around effect created an immersive guest experience.
Forum attendees encountered branded touchpoints including menu signage, wayfinding, and lunch totes, creating an all-encompassing experience.
