2016 – Work in progress
Centro Cultural La Moneda
Graphic identity for La Moneda Palace Cultural Centre’s first 2016 exhibition: Album de Chile. This exhibition gathers an immense view of Chilean Photography from its origins to present day; exhibiting more than 600 different photographs.
For this reason, the main intention of the graphic identity was to unify the exhibition’s visual diversity on its advertisements by using a soft color palette and by cropping the most powerful images in circular frames (in order to highlight the act of pointing, shooting and framing). These frames were also aligned to the institution’s consistent use of the circle as a graphic element on its branding.
Inside exhibition areas, the graphic presence had to be mellowed in favor of the photographic prominence. For this, the visual identity was reduced to the typographic use of the chilean typeface Antártica, also present in the rest of the exhibition’s communication.