When the Smithsonian's historic Arts + Industries Building reopened in November 2021 after two decades of closure, it launched with "FUTURES" – an immersive, year-long exhibition reimagining how we envision tomorrow. As the second oldest building on the National Mall and the "mother of museums," AIB needed a visual identity that honored its 140-year legacy of showcasing American innovation while embracing a more inclusive, participatory approach to the future.

Working alongside the AIB team and Rockwell Group, 2x4 developed a visual identity centered on a distinctive stencil-like logo that communicates the concept of a future still under construction – open, adaptable, and shaped by collective contribution. The comprehensive graphic system extends this "work-in-progress" philosophy through colorful, kaleidoscopic imagery and animations composed of exhibition objects, creating a sense of creative optimism essential for navigating contemporary challenges. The campaign successfully positioned the exhibition as an invitation for visitors to actively participate in shaping multiple possible futures rather than passively observing a predetermined vision.