THIS IS ---- I is an imagined annual photography exhibition that focuses on work about identity and youth. Each year the show features 10 globally-selected amateur and professional photographers who are under the age of 30, who each have something to say about the theme through their photographs.
I developed a brand for the exhibition that reflects the mission of the show. The flexible branding system for THIS IS ---- I reflects the idea that every artist, every person, has a unique combination of characteristics, interests, and priorities that defines the self. Just like a personality, the branding is endlessly fluid and adaptable. And just like youth, it is playful, free-spirited, and responsive to change.
The brand consists of a standard wordmark and a system of constructing phrases that can be used overtop of artwork to signify what the piece means to the artist, or as standalone graphic elements.