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The Photography Show 2024
The Photography Show by AIPAD returned to its original venue, the historic Park Avenue Armory, after more than a decade. Built in the late 19th century, the Armory blends Gothic, Moorish, and Victorian influences, rich with architectural detail. To celebrate the homecoming, the event’s identity was expanded to reflect the character of the space.
Inspired by the Armory’s intricate patterns, the military green of the Drill Hall, and the bold contrast of white against red brick, the new identity weaves these elements into a cohesive system. The patterns were redrawn from historical traces, preserving their essence while adapting them for today. Typography and graphic elements echo the venue’s structure, creating a flexible framework that connects text and photography. The result is an identity that honors the show’s legacy while reinforcing its place as a premier platform for photography.
Client: The Association of International
Photography Art Dealers (AIPAD), New York
Exterior and Drill Hall photos by Erica Price and Casey Kelbaugh; Architectural detail photos (Veteran room) by James Ewing
The Photography Show 2024
The Photography Show by AIPAD returned to its original venue, the historic Park Avenue Armory, after more than a decade. Built in the late 19th century, the Armory blends Gothic, Moorish, and Victorian influences, rich with architectural detail. To celebrate the homecoming, the event’s identity was expanded to reflect the character of the space.
Inspired by the Armory’s intricate patterns, the military green of the Drill Hall, and the bold contrast of white against red brick, the new identity weaves these elements into a cohesive system. The patterns were redrawn from historical traces, preserving their essence while adapting them for today. Typography and graphic elements echo the venue’s structure, creating a flexible framework that connects text and photography. The result is an identity that honors the show’s legacy while reinforcing its place as a premier platform for photography.
Client: The Association of International
Photography Art Dealers (AIPAD), New York
Exterior and Drill Hall photos by Erica Price and Casey Kelbaugh; Architectural detail photos (Veteran room) by James Ewing
Identity Design
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OFICINA.LA
OFICINA.LA is a Los Angeles-based Architecture office, specializing in residential, cultural, exhibition, and furniture design.
Inspired by the fundamental design process in architecture design—subtracting and adding forms—the new identity introduces a bold and adaptive system that responds to the given platform.
OFICINA.LA
OFICINA.LA is a Los Angeles-based Architecture office, specializing in residential, cultural, exhibition, and furniture design.
Inspired by the fundamental design process in architecture design—subtracting and adding forms—the new identity introduces a bold and adaptive system that responds to the given platform.
Identity Design
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IFPDA Print Fair 2023–2024
The IFPDA Print Fair, the world’s largest event dedicated to prints and printmaking, takes place annually at the Javits Center in New York. For its 30th edition, the client sought to refresh and expand the fair’s identity while retaining its existing logo.
The new design system draws inspiration from the fluid and unpredictable nature of ink in printmaking. Through an experimental process, custom shapes and textures were created to capture the spontaneous interactions between ink and surface—echoing the unique variations that define each print. This approach honors the essence of printmaking, celebrating the artistry, materiality, and tactile beauty of the medium.
Client: IFPDA Print Fair, New York
Photos by Annie Forrest
IFPDA Print Fair 2023–2024
The IFPDA Print Fair, the world’s largest event dedicated to prints and printmaking, takes place annually at the Javits Center in New York. For its 30th edition, the client sought to refresh and expand the fair’s identity while retaining its existing logo.
The new design system draws inspiration from the fluid and unpredictable nature of ink in printmaking. Through an experimental process, custom shapes and textures were created to capture the spontaneous interactions between ink and surface—echoing the unique variations that define each print. This approach honors the essence of printmaking, celebrating the artistry, materiality, and tactile beauty of the medium.
Client: IFPDA Print Fair, New York
Photos by Annie Forrest
Identity Design
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Academy Museum of Motion Pictures: Stories of Cinema 1, 2, 3
Exhibition graphic systems for the permanent galleries at the Academy Museum of Motion Pictures.
The exhibition graphics use a foundation of four key pillars: 1. Static, repeated texts creating a sense of motion; 2. A cinematic “countdown leader”; 3. An emphasis on the “Academy Ratio,” a standardized 4:3 ratio and projection format; 4. and letterboxed images and quotes presenting multiple voices. Referencing color test cards and technicolor palettes, dramatic, saturated colors punctuate the dark, cinema-like gallery spaces, creating memory moments and a reminder of the deep emotional connections that we all have to the cinema.
With IN-FO.CO and wHY Architects
Role: Lead Senior Designer, Project Manager
Client: Academy Museum of Motion Pictures
Photos by Iwaan Ban, Joshua White / © Academy Museum Foundation, Text by IN-FO.CO
2021 AIGA Awards, Winner, Environmental and Experiential Design
Academy Museum of Motion Pictures: Stories of Cinema 1, 2, 3
Exhibition graphic systems for the permanent galleries at the Academy Museum of Motion Pictures.
The exhibition graphics use a foundation of four key pillars: 1. Static, repeated texts creating a sense of motion; 2. A cinematic “countdown leader”; 3. An emphasis on the “Academy Ratio,” a standardized 4:3 ratio and projection format; 4. and letterboxed images and quotes presenting multiple voices. Referencing color test cards and technicolor palettes, dramatic, saturated colors punctuate the dark, cinema-like gallery spaces, creating memory moments and a reminder of the deep emotional connections that we all have to the cinema.
With IN-FO.CO and wHY Architects
Role: Lead Senior Designer, Project Manager
Client: Academy Museum of Motion Pictures
Photos by Iwaan Ban, Joshua White / © Academy Museum Foundation, Text by IN-FO.CO
2021 AIGA Awards, Winner, Environmental and Experiential Design
Exhibition Graphics and Identity System Design / 30,000 sq. ft
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Hilbert Museum of California Art
Hilbert Museum of California Art
With IN-FO.CO and Johnston Marklee
Role: Lead Senior Designer
Client: Hilbert Museum
Photos by Eric Staudenmaier
Role: Lead Senior Designer
Client: Hilbert Museum
Photos by Eric Staudenmaier
Identity Design and Environmental Graphics
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