Located in Williamstown, Massachusetts, the Sterling and Francine Clark Art Institute is a world-class museum and institute for research in the visual studies and art conservation that is part of Williams College. A master plan was developed to expand the use of its 140 acre campus, including the construction of the new Stone Hill Center and Visitor, Exhibition, and Conference Center, both by architect Tadao Ando. As part of the campus expansion project, we designed a new identity and design system for The Clark to embody this physical evolution. Using the brand identity as a foundation, we developed naming and branding for two complementary campaigns to accompany The Clark's multi-stage expansion.
The "Clark NOW" campaign focuses on the activity and programs that are ongoing during the building renovations. It promotes special exhibitions at The Clark and traveling exhibitions at institutions in New York and around the world. The logo for the campaign is comprised of a series of marks with different textures and patterns to imply continued activity and change. "The Clark Next," focuses specifically on the campus expansion, and uses a similar visual approach, but with a single pattern. Our ongoing work with The Clark spans the original re-branding of the museum in 2004, supporting print materials, collateral, advertising, retail product, new building and trail signage for the for Stone Hill Center, to a campus wide signage plan for the new VEC center, due to open in 2014.