Campaign Identity for MoMA PS1 Warm Up 2026
Every artist gets a typographic dance in Warm Up’s 2026 identity.
SMLXL created the identity for the 28th edition of MoMA PS1’s Warm Up summer music series, produced as part of the institution’s 50th anniversary. The campaign uses music-reactive typographic movement to create artist-specific graphics, digital assets, and posters deployed throughout New York.
Insights
- SMLXL puts performers and the crowd at the centre of the identity: individual letters take on different gestures, from sharp and energetic to fluid and expansive.
- Each artist’s music supplies the starting point for an individual graphic, with typography responding to the rhythm, energy and character of their sound.
- Tailored digital assets react to the lineup’s music, while static posters capture letterforms as if paused mid-movement.
- The campaign carries these different typographic dances through one identity, with digital assets and posters distributed across New York.
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