For: ArtCenter College of Design
Role: Transmedia branding system, research, planning, design, typographic, and digital/print production.
ARTECHOUSE is the first of a kind innovative art space dedicated to showcasing experiential and technology driven works by artists who are forerunners of the new age in the arts and technology. With a mission to inspire, educate, and empower the creation of new, experiential and exploratory art form, Artechaus connects audiences to the arts, and stimulates interest in the limitless possibilities of technology, science and creativity.
Based on the initial research, the visual language for the identity system was derived from the earliest form of communication. Before the rise of the internet, smart phones, social media and computers, the first means of communication was through morse code. In the 1890s, Morse code began to be used extensively for early radio communication before it was possible to transmit voice.
Majority of the target audience Artechaus is trying to reach is new to digital art. Also digital art has been a debate within the art community since the medium the artist is using is not from raw materials. The goal of the 100 page booklet is to educate the visitor about generative art in digital form and the early influences from various art movements from Bauhaus, Optical, Constructivism, Suprematism.