The new face of the San Francisco Museum of Modern Art (SFMOMA) just revealed itself to the world. And it was quite the undertaking. Watch the video below.
Brand identity can mean many things and all of them are vastly important. A brand is your voice, your first impression to the world, and ultimately your story. When SFMOMA sought to update their brand, they reached out to our dear friends at Avocados & Coconuts to document and reveal their new aesthetic -- which is where we came in to collaborate and score the soundtrack to their new launch film.
Over the course of two and half years, SFMOMA not only worked on revamping and updating their logos, colors and overall look, but their relationship with the city of San Francisco itself -- a more open and general "feeling of change" in the words of their principal architect, Craig Dykers. When working on this film, the soundtrack needed to encompass the new look and story of SFMOMA as it played an emotional role in unveiling this milestone and monumental moment in history. We worked with the track 'Wonder Wild' by Marmoset Artist, Jonathan Barlow to capture the essence of artfulness, ingenuity and exploration.