this book & collecting
fun stickers.
Activation
The project prompt was to reframe the ICA as “the most creative intersection in the city,” using the Markel Center as a site of visibility, movement, and exchange.
In response, this visual identity system was developed and rooted in the concept of intersubjectivity, the idea that meaning is formed through shared experience and interaction. The system positions the museum as a crossroads of many crossroads, a place where people, perspectives, and creative disciplines move through and shape one another. This direction evolved into a summer activation, bringing a sense of greenery into the downtown environment during a peak year of neighboring construction. The museum is reimagined as a shared backyard, a familiar and accessible space grounded in a sense of informal community, domestic environments, reinforcing the idea that there is no one right way to engage with the arts.