Project Overview
'Signal to Noise' dives into the thrilling intersection where art meets disruption, exploring how artists challenge, transform, and harness the power of signals and noise—those unpredictable glitches, interferences, and breakdowns in communication technologies.
Rather than something to block out or silence, artists in 'Signal to Noise' treat noise as a creative force—an invitation to rethink how we communicate and connect. Here, noise isn't just interference; it's a signal in itself, a powerful moment of disruption that sparks innovation.
Featuring groundbreaking international works, new commissions, and collections of cutting-edge technology, the exhibition explores the philosophical, political, and aesthetic potential of noise. It reveals the limitations of technology’s ability to contain or control disruption, while embracing the vital friction that noise brings—ultimately showing how these disturbances push boundaries, spark new ideas, and open up fresh avenues for creative engagement.
Project Commissioner
Project Creator
Team
Creative Direction — Tim Kotsiakos
Design — Ben Beagley
Design — Nicki Wright
Creative technology — Ben Beagley
Project Brief
Having worked with the National Communication Museum (NCM) for some time, we've developed a unique approach that integrates technology into the design process. This ensures that each exhibition has a distinctive, yet cohesive visual identity, with a futuristic vibe that sets them apart while maintaining a unified aesthetic across the entire collection.
The 'Signal to Noise' exhibition challenges conventional views of noise, transforming it from a disruptive force into a creative one. By reframing noise as a signal, it invites visitors to explore how glitches, interferences, and disruptions can be used as forms of artistic expression, sparking new conversations around technology and communication.
Our task was to collaborate closely with curators and artists to develop a visual language that not only captured the exhibition’s intent but also created a unique visual identity for the exhibition space, ensuring the artworks took centre stage without competition.
Project Innovation/Need
The project is innovative in several key ways.
Firstly, the identity itself breaks away from traditional branding by not having a fixed "logo." Unlike typical branding, which applies the same logomark repeatedly, this identity is dynamic and always in transition. It shifts between states of clarity and abstraction, constantly evolving.
The logo is built from 10,000 individual nodes, generated using d3.js—usually a data visualisation JavaScript language. Each node interacts by attracting or repelling, causing the logo to morph between readable forms and complete chaos. This ever-changing visual directly connects to the curatorial intent of the 'Signal to Noise' exhibition, where the relationship between clarity and disruption is key.
Design Challenge
We needed to create a visual identity that complemented the artworks without competing with them, allowing the installations to shine while maintaining a cohesive, immersive experience throughout the space.
The challenge was to incorporate animation and interactivity without the usual high production costs. To achieve this, we used a custom web-based tool to create the logo mark, which proved particularly useful. Rather than designing individual assets, the tool allowed us to generate multiple versions of the logo for different resolutions, formats, and uses, streamlining the process.
The identity needed to work seamlessly across various platforms and materials, including outdoor advertising, social media, websites, digital signage, and exhibition graphics. We applied the brand to everything—from billboards and screens to glass surfaces, backlit displays, and acoustic panels. Each application required thoughtful consideration and close collaboration with production experts to ensure a consistent and impactful visual presence across all mediums.
Effectiveness
The 'Signal to Noise' exhibition was highly effective in challenging conventional views of noise, transforming it from an unwanted disruption into a creative force. By reframing noise as a signal, the exhibition invited visitors to rethink how glitches, interferences, and disruptions can be harnessed as artistic expression, sparking new conversations about technology and communication.
The identity was used successfully as a marketing tool for the NCM to gain interest in their new feature exhibit and help draw in new visitors. With its ability to work across various marketing platforms and within the physical exhibition space, it created strong brand consistency across all touchpoints.
The exhibition’s relevance was heightened by its global scope, addressing current issues like data privacy, AI, and social media algorithms. By embedding the concept of noise into these critical discussions, 'Signal to Noise' resonated with a wide range of audiences, from art lovers to tech enthusiasts.
Additionally, the exhibition’s visual identity, designed to work across various platforms—from billboards to digital signage—helped reinforce its message and maintain a strong, cohesive presence. This cross-platform approach amplified its impact, making 'Signal to Noise' not just an exhibition but an experience that engaged visitors beyond the museum walls.
Graphic Design - Environmental
This award celebrates creativity and innovation in the intersection of communication design and the built environment, and is concerned with the visual aspects of wayfinding, communication identity and brands, information design and shaping the idea of place. Consideration given to clarity of communication and the matching of information style to audience.
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