Christopher Williams: The Production Line of Happiness exhibition had to have an identity that communicated the concept of the retrospective show with museum visitors at the MoMA. The identity would then be applied onto marketing material cohesively.
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The concepts behind Williams work question conventions including fashion, photojournalism, and commercial imaging. The exhibit title and the concepts in his work tie into the theme of production and it's relation to consumer culture of experiences and physical things. To embody this concept in the identity, a QR code was applied over some of his work and upon scanning would link to MoMAs webpage about this exhibit. Producing a QR code as an identity functions as one of the mainstream methods of consumption and refers to how information about his exhibit is being consumed.
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The exhibition deliverables include printed invitations, stickers, outdoor advertisement, and a title wall graphic.
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