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Museum of Sex: Peeping, evoking, imagining

The mission of the Museum of Sex is to preserve and present the history, evolution and cultural significance of human sexuality. The museum produces exhibitions, publications and programs that bring the best of current scholarship on sex and sexuality to the widest possible audiences and is committed to encouraging public enlightenment, discourse, and engagement. Base was tasked with creating a personality and visual identity for the museum that was flexible enough to present the material directly and confidently while removing the stigma that is often attached to sexual content.

The Challenge

Our core concern was in balancing the need to build the institutional brand while simultaneously communicating the depth and variety of the programming. We had to embrace our position as a creative breeding ground, diverse, always exploring, pushing and changing, while remaining clearly recognizable though an iconic and consistent communication system.

Min Lew, Partner

The Design Strategy

Our solution was radically simple. By using the institution’s name as a container we were able to create a powerful dialogue between type and (any) image.

Daniel Peterson, Creative Director

The Program

To truly embrace its position as a creative breeding ground we proposed that the institution re-imagine it’s advertising program as a new exhibition space. A place for continuous dialogue with the city (world) around it. In addition to announcing happenings at the museum this program examines and critiques the issues that affect us all through the context of sex; cultural, social, political and economic.

Daniel Peterson, Creative Director

Diverse and Powerful

The Museum of Sex is always engaged in an array of projects with and beyond the walls of the institution. These include touring sexual carnivals, custom sexual personality tests, art commission programs and product development to name a few. Given this broad and diverse output, flexibility across a range of applications from products to advertising was critical.

Min Lew, Partner