ATHLETICS LAYERS PLAYFUL TACTILE ELEMENTS ONTO MOMA'S BRAND TO WELCOME YOUNG MUSEUM VISITORS

Summary from the TLDR Design newsletter

Athletics developed a layered design system for MoMA that makes the museum experience more engaging and less intimidating for students by blending MoMA's clean identity with playful elements like doodles, hand-drawn stickers, and conversational text. Informed by on-the-ground research, the adaptable system meets diverse student needs and includes practical tools like editable templates and brochures, earning praise from MoMA's internal team for its flexibility and ease of use.