New Art Dealers Alliance, NADA, 2016

For the 2013 redesign of NADA’s identity, we wanted to continue with the approach of a found image-driven identity, with a different image for each application

The Picture Collection at the New York Public Library houses over 1.5 million images torn from publications, magazines, and newspapers that are organized by subject matterA lot of the imagery is clipped from before the 2000s, and most of the imagery has a pre-digital era qualityFor the new identity, we worked with images shot on cellphone from the Picture Collection.

Using the trailer from The Exorcist as a reference, we thresholded the images in high contrast colors of red, blue, green and their combinations when overprinted of olive, dark teal, burgundy, and then placed them over textThe images on the website and online banner ads were randomly live thresholded with javascript from a prescanned images

Images for printed matter including advertisements, brochures, invitations and maps were thresholded in the six color palette and trapped on top of information about the fair

NADA also needed temporary exterior, interior and wayfinding signage for its fairs in New York and Miami–in which the locations would change each year Constructed in a week, and lasting only 4 days, the signage needed to be economical, portable and disposable

Working with cheap, cardboard Sonotubes, normally used for casting concrete columns for building construction, we designed a typographic system for signage that could be printed on white vinyl that could be wrapped tightly and mounted around the tubesThe text was set in Folio Medium, the identity's recurring typeface, with information repeating around each tube.

The exterior and interior signage could be stacked in various spatial configurations at different angles, and the wayfinding signage was placed directly upright on the floor at a 90 degree angle Every day of the fair, the exterior signage was brought in for the night to be stored, before being reinstalled the next morning