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Duy Pham

Visual Direction for
Identity — Space — Experience

MoMA — New York
Guggenheim Museum — Bilbao
Louis Vuitton — Osaka
The Drew — Las Vegas
OCAD University — Toronto
Givenchy — Paris
Speaklow — New York

MoMA
Exhibition Identities

Art direction for visual identities across three major exhibitions at The Museum of Modern Art, in collaboration with MoMA Design Studio.

Studio: Local Projects in collaboration with MoMA Design Studio
Client: The Museum of Modern Art
Role: Art Direction, Design (Before Technicolor)
Year: 2023

An-My Lê: Between Two Rivers/Giữa hai giòng sông/Entre deux rivières

The first exhibition to present Lê's photography alongside her multidisciplinary work in sculpture, film, and textiles—exploring her relationships between Vietnam and the United States, war and landscape, process and image. The expansive trilingual title wall reflects Lê's reach across geography and cultures. Justified typesetting with unequal spacing evokes the meandering flow of rivers, while maintaining a calm, collected presence—mirroring the photographer's precise, contemplative approach. At the entrance, a wallpaper depicts the artist at work with her antique large-format camera.


New Photography 2023: Kelani Abass, Akinbode Akinbiyi, Yagazie Emezi, Amanda Iheme, Abraham Oghobase, Karl Ohiri, Logo Oluwamuyiwa

The first edition of MoMA's celebrated series to focus on a specific art scene: seven international artists connected to Lagos's vibrant creative community, each challenging the photograph as document through formal experimentation and personal narrative. Inspired by Lagos's unique geography at the water's edge, the identity explores the concept of undercurrents—social, political, cultural—that run through each photographer's work. The exhibition title repeats and ripples like water, with hand-varnishing techniques creating subtle shimmering effects across shades of grey.


Before Technicolor: Early Color on Film

An exploration of cinema's earliest color experiments, when hand-tinted films created "special effects" for early moviegoers around 1895, as new synthetically produced dyes transformed visual mediums from postcards to magic lantern slides. The title wall features an abstract crop from the Lumière brothers' iconic Serpentine Dance—printed in black and white, then meticulously hand-tinted with vibrant yellow pigment, echoing the coloring techniques of pioneering films. The exhibition title is set in geometric typeface Drescher Grotesk BT, center-aligned in homage to the title cards of early cinema, anchoring the vibrant graphic wall.

Design and execution for this exhibition.