Fertile Ground: Art and Community in California

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ROLE: core team member, lead graphic designer, art director, copywriter

SCOPE: project development, identity and branding, graphic design elements, advertising, event collateral

Fertile Ground: Art and Community in California was a collaboration between the Oakland Museum of California and SFMOMA as part of their On-the-Go series of exhibitions. It tells the stories of four creative communities in California whose output changed the history of California art and had effect throughout the art world. Big name artists and pieces, as well as lesser known participants are highlighted.

Depending on the outlet, designs needed to appeal to very different audiences, so flexibility within a system was key from the outset. Chosen artworks, type treatments, and copy joined forces for the most effective result.

Some challenges of the project included elegant incorporation of lengthy credits for the exhibition and featured artworks; collaboration with another institution across curatorial, marketing, membership, and other interests; and passing branding along to a separate in-house team for in-gallery deployment, led by Dave Gottwald.

Identity and hand-drawn hatching design element

Because the show spans the 20th century, an identity needed to be timeless but with a hint of history. Colors and typography were chosen to be friendly and open while maintaining a hint of reverence for the works. The Fertile Ground typography was re-drawn by hand to incorporate even more familiarity.

Additionally, the hatching brings to mind the individual artist and personality that the show explores. It was important to the team to manifest the idea of artist as person outside their known artworks.

At the entrance to the gallery, the hatching spilled all over, creating a backdrop (and photo op) next to dimensional lettering. Photo by Drew Altizer, featuring OMCA curator Drew Johnson.