4A fosters excellence and innovation in contemporary Asian and Australian culture. Being at the intersection of a variety of cultures, 4A’s role is one of an interpreter, provoking conversations across cultures and languages. Contemporary art, however, isn’t meant to answer questions – its intended to provoke more questions and challenge audiences.
With this in mind, we wanted audiences to feel challenged, and ask more questions than they did prior to visiting 4A. The brand takes descriptions of artists’ work and translates them through various regional languages. Each translation creates a slight shift in the original meaning of the work, adding new and challenging ideas of what the work means to the various audiences that view it. To accompany these translations, a dynamic logo changes its internal design based on the art that is featured.
Created at FutureBrand.
Role: Concept & Design.