The ask was to develop the visual identity for MoMA Design Store's spring campaign that is consistent across all MoMA Design Store channels (digital, windows, and stores), yet flexible enough to be applied to variety of occasions running for 2-3 months including Black History Month, Women's History Month, etc.

Inspired by Josef Alberts's color theory, the solution seeks to create a flexible design system with simple elements. The main graphic element, the mosaic pattern consisting of color blocks creates different feelings for different occasions though the scale and the color combinations of the blocks, while the graphic elements stays consistent across multiple occasions.