Hi, I’m Joey.
Generative Branding & Interactive Systems
Email Linkedin Résumé Pioneer Works
Visual Identity | Web Design | Spatial Design
A modular identity system for Pioneer Works, a cultural institution in Brooklyn bridging art, science, and community. Inspired by the building's industrial architecture, the system is built from grid-based units that adapt across print, spatial, and digital formats. Minimal forms, humanistic color palettes, and flexible typography balance institutional clarity with open-ended exploration—a visual language designed to grow with its programs and people.
Communication Arts 2026 Typography Shortlist
Logo and Modular Type
The identity begins with a modular type system built from repeating brick-like units, echoing the architecture of Pioneer Works itself. Each letter functions as a structural element—flexible, scalable, and designed for complex systems. Typography here is not just form, but framework.
Posters Series
Each poster functions like a spatial structure: navigable, layered, and modular. Together they highlight artists, communities, missions, and time-based programs. Posters become entry points into the institution.
ID Collateral
Mint represents technology, soft pink represents humanity—reflecting the institution's dual focus on science and community. The stationery applies the modular identity through minimal layouts and soft, desaturated tones. The same grid scales across business cards, badges, tickets, postcards, and brochures.
Spatial Design
Environmental graphics apply the modular system onto physical surfaces without overwhelming them. From glass doors to banners, each element integrates typography into space, becoming architectural rather than decorative.
Website
The website adopts an editorial logic, using modular layouts to balance structure and spontaneity. Content is organized by theme, with alternating rhythms and color blocks enhancing readability.
Installation
This installation translates the modular logo into physical space. The "P" structure is sculptural, while the "W" emerges as a projected negative shadow. Content dynamically shifts across the surface—live programs, texts, and portraits—turning the wall into a responsive, living interface. Built and installed on-site.
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