A rebrand of the Hammer Museum at UCLA, a champion for art and artists who challenge us to see the world from a new perspective through art, technology, dialectic lectures, symposiums, and musical performances. Challenging boundaries and providing critical insight into cultural, political, and social questions of current events. Rebranding to reinforce their forward-thinking philosophy of an artist’s role within society and how generative technology alters that creative landscape.
The logotype captures two essential forms of expression within the mindset of an artist: reflection amongst societal issues and connection with the general public through works of art—expanding viewer’s perspectives no matter the media that takes form.
I extended the reflection between the lowercase ‘a’ and ‘e’ from the logotype into the language across identity material to bring visual cohesiveness. By looking at typography from a new perspective and its form, typography began to have an active personality within its messaging.
For students, Hammer Museum offers “artcards” as educational material to enhance critical thinking and offer discussion among their peers when observing artwork within the museum. I took it upon myself to turn this touchpoint into a game, taking inspiration from flashcards, to be handed out on student tours for reference when walking around.
Poster directions developed to communicate the expansive material visitors can find while visiting the Hammer Museum and its limited exhibition, Data Sculpture. The first of the series details the media from the collaboration from practicing UCLA artists over the years and Hammer’s commitment with a forum for conversation. The second series is Data Sculpture, an exhibition delving into the relationship between human and machine as a collaborative effort that questions the idea of art and artist through emerging technology.
Referencing the connected arches in the logotype, I designed a modular typeface to give a fresh and coded personality to represent Data Sculpture.
Utilizing the emerging technology, AI text-to-image models, I entered prompts into RunwayML to generate images built around specific keywords within my sentences to curate the visuals of the catalog. Over time a catalog would be issued monthly to highlight specific AI-generated imagery from the general public’s participation using text-to-image models within Hammer’s Data Sculpture exhibition. Showcasing AI as a tool that can enhance the artist through human and machine relationships.
Utilizing the emerging technology, AI text-to-image models, I entered prompts into RunwayML to generate images built around specific keywords within my sentences to curate the visuals of the catalog. Over time a catalog would be issued monthly to highlight specific AI-generated imagery from the general public’s participation using text-to-image models within Hammer’s Data Sculpture exhibition. Showcasing AI as a tool that can enhance the artist through human and machine relationships entirely.
