Athletics partnered with MoMA to revitalise the visual and verbal identity for its School and Teacher Programs, a key education initiative serving students and educators across New York City. The challenge was to create a flexible, accessible system that resonated with both school communities and the broader museum audience.

The result is a bold, joyful design system that celebrates creativity and learning. Central to the new identity is a suite of adaptable visual elements: graphic shapes inspired by MoMA’s collection, an expanded colour palette, and expressive typography. These elements are paired with a warm, inclusive tone of voice aimed at making teachers and students feel empowered, welcomed, and inspired.

The system was designed to be highly functional across a range of applications, from printed lesson materials to digital toolkits and classroom posters. Importantly, it maintains visual coherence with MoMA’s core brand while standing confidently on its own.

By balancing structure with playfulness, Athletics delivered a design that mirrors the spirit of exploration at the heart of arts education. The identity invites engagement and curiosity, positioning MoMA’s School and Teacher Programs not just as a resource, but as a vibrant extension of the museum’s mission to bring modern art to all.