ANIMATION

Imi: The Oeuvre

Imi: The Oeuvre is a fictional exhibition being held at MoMA, which celebrates the life-spanning work of German minimalist Imi Knoebel. Imi's work, spanning several decades, fluctuates with materials and art styles, but it always connects back to true German minimalism, which is distinctly different from American minimalism as it focuses on materials and forms. By deriving flat shapes from Imi's work, the branding of the exhibition revolves around the dynamic, ever-changing nature of Imi's work.

Student work at Tyler School of Art and Architecture,
Temple University

Dermot Mac Cormack, Art Director

ELEMENTS

Naming

Web Design

Branding

Wayfinding

UX/UI

Animation

WAYFINDING

While Imi is classified as a minimalist, he uses maximal color—over 700 swatches and counting.

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Imi Catelog Close Up

CATALOG CLOSE-UP

Each distinct piece of branding for Imi: The Oeuvre reflects back to one of Imi's iconic pieces of minimal art. By allowing the art to inform the forms, colors, and type, Imi's work is accentuated, and the exhibition lives on outside of the walls of the museum.

CATALOG OUTSIDE PACKAGING

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The exhibition features an accompanying app where viewers can access Imi's personal color swatches in his studio. With over 700 colors in his collection, this app allows for viewers to scan a QR code or browse the swatches where they can then get all of the color information for their own use. 

APP

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BUS STOP ADVERTISEMENT

Imi Website