Trevor Hacker
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“Branding” an MFA exhibit questioning the future of consumerism.

I developed the identity for PRINCIPAL SFAI’s 2014 MFA exhibition and fundraising Gala Vernissage. The visual direction for the exhibit was based on the site specific nature of the Old Mint in downtown San Francisco where the event was held. In 1906 the vaults at the Old Mint held $300 million in gold reserves. The typeface itself and its usage in the context of the building insinuate currency symbols, such as € ¥ ¢ £ ฿. The design challenges the often difficult relationship contemporary artists have working within a consumerist culture.

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Principal exhibition catalog

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Custom typeface with alternates and special characters (inspired by Avant Garde)

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Principal Email Campaign

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Principal Exhibition Signage

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Invitation and program to the exclusive Gala Vernissage event.

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Collaborators

Exhibition photography by Gary Sexton and Shane O’Neill