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Several posters designed for the Museum of Sex communication campaign stuck in the streets of New York

Museum of Sex: Peeping, evoking, imagining

The Museum of Sex welcomes people from every culture who seek a deeper understanding of sexuality. The exhibitions, publications and programs bring the best of current scholarship on sex and sexuality to the widest possible audience, encouraging public enlightenment, discourse, and engagement. Base was tasked with creating a personality and visual identity for the museum that confronts the topic of sex directly and confidently, removing the stigma that is so often attached to sexual content.

The Challenge

Our core concern was balancing the need to build the institutional brand with 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 through an iconic and consistent communication system.

Min Lew, Partner
Three women wearing different t-shirts designed for the Museum of Sex

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 plastic bag designed for the Museum of Sex in a patchwork with magazines
A banner designed for the Museum of Sex on an advertising panel at the entrance of a subway station

The Program

To truly embrace its position as a creative breeding ground, we proposed that the institution re-imagine its 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
A poster designed for the Museum of Sex campaign in the subway
A banner for the Museum of Sex campaign on a taxi sign
Pages of the website developed for the Museum of Sex displayed on tablets

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 but a few. Given this broad and diverse output, flexibility across a range of applications from products to advertising was critical.

Min Lew, Partner
A banner designed for the Museum of Sex communication on an advertising panel