How do you make modularity not feel modular?
(read below to find out)
THEIR STORY
USM Modular Furniture is a Swiss-based manufacturer credited for designing a collection of incredibly modular furniture. Each year, the USM hosts the internationally-renowned art fair, Art Basel, and its American-based exhibition, Design Miami. The exhibition strives to grow and develop art programs around the world by highlighting BIPOC artists and designers from underrepresented communities.
THE PROBLEM
In early 2021, USM approached Joba Studio to initiate a design competition supported by USM that spotlights emerging designers of color from creative fields such as graphic design, fashion design, interior design, environmental design, and architecture. Accepted designers would receive funding and mentorships from USM Modular Furniture.
Wall graphics were created for the space to create a narrative that guides viewers through the exhibition.
THE SOLUTION
The concept that we conceptualized is “HueMan” (Hue + Man), a wordplay of “Hue” which is both an old term used for culture and in the arts, it represents all colors. The concept was applied to the competition’s website and marketing materials through the use of bold gradient maps and overlays. Of the 500 applicants who entered work in the HueMan competition, ten were awarded and exhibited in our booth at Art Basel’s Design Miami exhibition.
We applied dichroic film directly to USM modular panels to replicate the gradient aesthetic in our exhibition booth. We also created a 13’ x 15.75’ wall mural that highlights and connects the selected artists together.
Dichroic Film was used on the center structure as a way of tying in the gradients used throughout the HueMan logo and branding.
Promotional materials were created and given out to attendees of the Design Miami Exhibition.
People of Color:
Hue+Man.
Client:
USM Modular Furniture & Art Basil | Blacksburg, VA.
Creative Team:
Kevin Jones, Art Director
Patrick Finley, Designer
Robyn Jones, Project Manager
Media:
Logo, Website Interface, Poster and Brochure, Wall Vinyl
Year & Duration:
2021 | 2 Months
Impact:
Between December 1-5th, Design Miami attracted over 36,000 attendees to view the 220 galleries showcasing artists from the Americas, Europe, Asia, and Africa.
The case study received top honors at half-dozen design competitions, including Best-of-Show by the American Advertising Federation and a Gold Award in Integrated Graphic Design from Indigo Awards.
Awards & Accolades:
2022 Indigo Awards Gold Award in Integrated Graphic Design
2022 American Advertising Federation Western Virginia Advertising Award’s Howard Packett Award for Creative Excellence (Best of Show)
2022 American Advertising Federation Western Virginia Advertising Award’s Mosaic Award (given to the project that best exemplifies creative diversity)
2022 American Advertising Federation Western Virginia Advertising Award’s Gold ADDY in Ambient Media, Single Installation
2021 Exhibited, Design Miami, 13’ X 15.75’, Varying medium
2021 Graphic Design USA’s 58th Annual American Graphic Design Awards American Graphic Design Award