The MFA Exhibition team’s branding concept creates a frame to highlight the MFA journey and the search for one’s purpose and place. It represents three distinct programs within the School of Visual Arts. An individual and collective journey: the shared experience of BU and getting an MFA in a pandemic, but a unique journey for each program and individual student.
We wanted the branding to communicate the MFA thesis and exhibition as a milestone, not a conclusion or destination, but a point in time on a journey of artistic discovery. The system had to be cohesive without being overbearing, as we wanted to highlight the student work and have the branding facilitate that instead of overshadow it. We also wanted the system to be flexible enough to absorb each program’s desire to customize their exhibition, yet have the overall look remain recognizable.