To conceptualise and create a unified branding system across motion, digital, and print for its three-day event at the MoMA.


We started with a seed of loose, colourful, painterly abstract art that inherited motion with a technique of style transfer. This technique pairs motion with a style, or texture, and is then run through a system to interpret the motion and the machine tries or retain the original texture through each clip. The loose and unpredictable nature of style transfer was reigned in with a grid system layout to formalise the typography and layouts, much in the same way distinctive styles of art are organised in a physical gallery space.


The Mill Design Studio created all the visual branding systems for the event at the MoMA, from digital to print, including the ticket to the event, banner ads, social posts, brochures and more. Brand Guidelines were established to be followed in order to keep a uniform feel throughout all pieces of work across the three shows, and the team thoughtfully selected specific design to lead the audience’s experience of the system from the theatre to the bar.




The Mill Design Studio

Creative Director

Mike Schaeffer


Creative Production / Design / Animation / VFX

“Utilising a holistic approach as a way to showcase our design systems processes, we continuously challenged ourselves to stay true to what we set out to do. We wanted to create something that would make a graphic design professor happy.”
Mike Schaeffer, Head of Design NY

Full Credits

Client: AICP
Producers: Kristin Wilcha, Shannon Munoz-Flores, Katie Mulligan
Creative Director: Matt Miller
Design: The Mill
Creative Director: Mike Schaeffer
Executive Producer: Katie Tricot
Producer: Nicole Melius
Lead Art Director and Concept: James Isaaks
Lead Designer: Amy Staropoli
Designer: Leidy Junco
Animators: Brody Davis, Barry Chapman, Fede Reano, David Manzo
Junior Designers: Kris Sharabinskaia, Gianna Yarull Urena
Finish Artists: Matt McDonald, Tom McCullough
Production Coordinator: Cath Daly
Editorial: The Mill
Editor: Matthew Campbell