Lead Designer: Exhibit Design, Booklet Design, Poster, Social Media
Tobias-Frere Jones Exhibit
Designing an exhibit for an urban-inspired type designer
THE STORY
Tobias Frere-Jones is a New York City–based type designer who draws inspiration from the urban landscape around him. He finds visual motifs in sidewalks, signage, and buildings, often pulling inspiration from unassuming signs and facades. Through his typefaces, Frere-Jones pays homage to the metropolitan city’s industrial past while bringing in a modern sensibility.
MY ROLE
I designed an exhibition, booklet, and ad campaign centered on the work of Frere-Jones. The visual identity system was developed to function seamlessly across print, spatial, and digital environments. Drawing on the designer’s connection to NYC, I used his typeface Interstate to vertically stack street names to evoke the form of a cityscape. The color palette was derived from subway lines to provide another reference to the city. The booklet layout mirrored the structure of city blocks—compact, dense, and gridded—capturing the rhythm and order of the urban environment. The poster and social media tiles further expanded upon the visual identity, ensuring continuity across every touchpoint.
This project was completed as part of the Communications Design certificate program at MassArt.
