CLIENT: Josef Müller-Brockmann Exhibition. An exploration of Swiss Style through the lens of Josef Müller-Brockmann’s influential design work. The concept imagines a fictional modern-day exhibition titled "The Architect of Modern Design", celebrating his legacy. Both the front and back designs highlight his signature grid-based aesthetics, while the back features a focus on refined typography with exhibit details, such as the date and location.
TOOLS USED: Adobe Illustrator, Adobe Photoshop, Procreate
SKETCHING & DRAFTING
I experimented with structure, hierarchy, and spacing to find the right balance for the layout. These early drafts helped me understand the visual rhythm behind Swiss Style and guided the final design decisions.
FINALIZING STRUCTURE
To refine the layout, I worked in black and white to focus purely on contrast, balance, and placement. Using a rule of thirds grid as a guide, I adjusted alignment and spacing to make sure every element felt intentional and cohesive before adding color.
TYPOGRAPHY
Müller-Brockmann's work consists of such clean, minimal, and timeless work that I wanted the typography to reflect the same. Out of the Swiss Style Typefaces, Helvetica reflects all of the above in its form, and its characteristics remain undistracting, leading to clear legibility.
SWISS STYLE COLOR
An in-depth exploration of how color was used throughout the Swiss Style Era enabled to land on this color palette (shoutout FabuChao for the Swiss Style Color Picker). This color palette has two neutrals and two bright colors that were complementary but not overbearing. I did not use the color palette as it was presented; rather, I understood how I could utilize the two bright colors for contrast and accents.
At this point in the process, I realized how Müller-Brockmann's name sequentially had the letters of SFMOMA in it, and I decided to highlight that without overbearing the design - a choice that reflected important information, as SFMOMA was the location.
FINAL DESIGNS
Postcard 1 Front
Postcard 1 Back
Postcard 2 Front
Postcard 2 Back
Postcard 1
Postcard 2 Front & Back
