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Design Culture Now is a speculative identity for a design conference at Cooper Hewitt. The project merges the institution’s cultural presence with the visual language of the New York City subway—an iconic system built around movement, navigation, and access.

Using transit as a framework, the identity explores how people move through both physical and digital space. From environmental graphics and wayfinding to ticketing and mobile entry, each touchpoint functions as part of a continuous journey—guiding users from arrival to participation through a cohesive, legible system.


Identity

Visual System