SFMOMA
Objective
In 2001, the San Francisco Museum of Modern Art (SFMOMA) launched a groundbreaking initiative: the first major museum exhibition designed to live simultaneously online and on-site. 010101: Art in Technological Times examined how artists, architects, and designers were utilizing digital tools to influence contemporary culture. SFMOMA needed a creative agency that could help translate this bold vision into a cohesive, multi-channel experience.
The challenge was not only designing a visual identity but also building a consistent brand presence across physical environments and digital platforms.
Scope
Visual Identity Design
Wayfinding & Environmental Signage
Museum Store Swag
Online Exhibition Interface
The Solution
In collaboration with digital design studio Perimetre and tech partner Intel, we developed the exhibition’s full visual identity, signage system, museum store merchandise, and online user experience.
As a design agency based in the Bay Area, Barretto-Co. brings a multidisciplinary approach rooted in creative strategy and design with purpose. In collaboration with digital design studio Perimetre and tech partner Intel, we developed the exhibition’s full visual identity, signage system, museum store merchandise, and online user experience.
The result was a cohesive brand that blended technological innovation with artful storytelling, setting a precedent for how museums could engage audiences online. The digital marketing experience lived at sfmoma.org/010101 and artmuseum.net, pioneering web-based exhibition design long before it became standard.
Impact
Barretto-Co. helped SFMOMA create an integrated experience that bridged the physical and digital worlds.
Though the website has since sunset, the project remains a milestone in both museum innovation and creative design agency work.
010101: Art in Technological Times
