With Sean McKenna and Gene Bawden, we developed a graphic system for the central exhibition of MADA Now 2024, titled Creativity with Purpose. Underpinning the visual identity's design system is a basic grid structure, specifically designed to be compatible with the Tubeclamp pipe fittings system. This grid structure formed the basis for the custom letterforms developed for MADA Now, as well as additional visual elements such as the graphic map and wayfinding system.

Architect Helen Walter and designer Sophie Adsett expanded and spatialised the letterforms into dramatic, three-dimensional, inhabitable structures, creating the core exhibition structure. This is the gateway to MADA Now 2024. In full sail, they support graphic banners, while screens host reels of students’ work from all the disciplines throughout the campus.

Yellow was chosen as the primary colour for an achievable consistency with a variety of mediums including spray chalk, Risograph ink and powdercoat paint onto the structure itself. The colour connected with the campus architecture and provided a contrasting point to identify the temporary exhibition. Quadrant and Staunch Tilting by alumni Vincent Chan were used as supporting typefaces across the identity.



As part of the graphic activation, we also designed a flyer that contained a map and schedule of events for opening night. The flyer was live printed with a Risograph printer on the night of the exhibition, inviting guests to interact and see the production process first hand. Across campus, we used spray chalk to create a wayfinding system — extending the letterforms across campus, while providing a clear and temporary way to navigate to satellite exhibitions.