In 2005, the San Francisco Museum of Modern Art (SFMOMA) instituted a biennial fundraising gala to raise critical funds for the museum’s exhibitions and education programs. Elixir created an identity for The Modern Ball to build community-wide excitement and entice a demographically broad audience. The design needed to work in tandem with the existing SFMOMA identity and to differentiate The Modern Ball from other Museum events. It also needed to speak to – but not be mistaken for – art.
Our solution provided the flexibility to “refresh” the event-mark for each subsequent Ball. The ball itself can be adapted to evoke the work of whichever artist(s) the Museum would like to showcase. And the type can shift on the vertical axis, to be reinterpreted for successive years.This elemental flexibility is a nice nod to the museum’s cultural fluidity elasticity / vision / finger on the pulse..
In 2007, we updated the ball and designed materials for the second gala, and for the third in 2012. This project was Elixir’s introduction to San Francisco event maestro Stanlee Gatti, who has become an extraordinary advocate for and collaborator with our team.