Problem: MOCA, the Museum of Contemporary Art in Los Angeles, needed promotional posters, an invitation with mailing envelope, and tickets for their 30th Anniversary Gala to send out to potential attendees—wealthy individuals ages 35 to 65, who are interested in the arts. The invite had to highlight some of the works in the exhibit, as well as provide pertinent information about the event. The poster was intended for display near MOCA in locations visited by their target audience of potential attendees. The tickets were to be mailed out to individuals who purchased a ticket online or over the phone. In order to create a consistent image for the Gala, a logo needed to be created and included on the posters, invitation, envelope and tickets.
Solution: An accordion invitation was created to display both the artwork and gala information in a distinct way. The invite was designed so that it could be displayed on a desk or table, and from one vantage point the invitation showed the MOCA acronym, while from the other side, the information regarding the event was visible. Primary colors were used for both the logo and invitation design. Each square segment of the invitation was one of the three colors, while the inside of the invitation as it folded out showcased works featured in the exhibit. The pieces were in grayscale to create unity from one work to another. The inside of the accordion was grayscale and the outside was color. For the logo, each letter was placed in a red, blue, or yellow square box and positioned at varying angles. Each letter was slightly larger than each box and rotated as one reads the letters from one box to the next, giving the idea that the acronym was rebelling against the matrix.