Smithsonian Music for the Moment
Music for the Moment: An Asian American Offering was a virtual concert organized by the Smithsonian Institution in response to the rise in anti-Asian violence during the pandemic and the broader #StopAsianHate movement.
We created a visual identity centered on remembrance, resistance, and hope, balancing the gravity of the moment with a sense of resilience and forward motion.
Role
Art Direction
Social Campaign
Merch Design
Production
Curatorial
Theodore Gonzalves / Curator
Sojin Kim / Curator
Discovery
In my research, I found a spiritual tie between the show and the punk movement — the way it rebels against the institutions that fuel violence against Asian American communities, namely racism, sexism, and xenophobia.
Visual System
The identity pairs the boldness of Railroad Gothic with the more expressive forms of Memoriam, balancing ideas of resistance and remembrance. By happy accident, the “f” in Memoriam echoed the musical notation for forte, reinforcing the idea of volume and collective voice.
A warm orange palette draws from candlelight, while the star motif references the ritual and mysticism woven throughout the performances. Together, these elements created a system that could move between moments of reflection and the louder visual language of music and protest.
Photo Treatment
Artist photography came from a range of sources, so we developed a high-contrast treatment that could standardize the look and feel of the images.
Inspired by vintage punk and concert posters, the approach turned a production constraint into part of the visual language.
Social Campaign
Production
Merch Design
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