When we were approached by the Reynolda House Museum of American Art to develop an exhibition identity for their Ansel Adams: Eloquent Light, we were quietly excited. 

Our goal was to create an experience that gave visitors insight into Adams, his methods and his work. Adams’ love for national parks and nature is central in his photography, so we decided to play in that space, incorporating topography into the design elements, creating field notebook brochures, and illustrating his meticulous developing processes.

Each aspect of the brand identity reflects this goal. The logo design highlights Adams’ outdoorsy nature and exacting dark room processes. Rendered in reflective type, the title wall and gallery graphics artfully capture Adams’s belief that “there are always two people in every picture: the photographer and the viewer.” Silver-toned exhibition collateral give a nod to Adams’s reputation as a “light seeker” and environmentalist.

Uniting all of these elements is our brochure companion piece. It’s designed for note-taking, education, and exploration. Moments of discovery about Adams’ life, his work, and vintage photographic processes occur throughout, and a final page unfolds to reveal a drawing of Ansel atop his wagon. Overlaid with a clear spot varnish, it must be rotated in a viewer’s hands to be properly seen: a movement that mimics the development process.

Drawing 34,000+ visitors, and the recipient of nationwide media coverage, record breaking store revenue, Ansel Adams: Eloquent Light has become one of Reynolda’s most popular exhibitions in the museums history.