Amant
amant.orgFor Amant, a two-block arts campus in Brooklyn, we created a system uniting architecture, identity, and technology. A mathematical flower, integrated signage, and a website powering every touchpoint work together as one system for programming, operations, and growth.
- Launched a groundbreaking new international arts foundation
- Over 2,000 residency applications submitted, reviewed and awarded via the website
- Supporting over 100 public programs per year
- Foundation identity design
- Website and digital infrastructure
- Wayfinding and graphics
- Digital signage
- Merchandise
Amant is a new arts campus spread across two city blocks in Brooklyn, with three public buildings and two courtyard gardens....
The identity system centers on an infinitely-variable logo inspired by Amant’s gardens and drawn using a mathematical equation.
This “fleuron” becomes the system’s beating heart — a concept that promises infinite adaptability across media and contexts. The full system also introduces a color palette inspired by the natural and urban worlds, a new cut of the typeface Folio, and the 8.5:14 aspect ratio, echoing the uniquely North American legal-size paper format.
Amant’s website serves as both a user-facing experience and the computational engine that brings the mathematical flower to life. Its content management system doesn’t just power digital signage and generate posters—it calculates and deploys the infinite variations of the fleuron itself, making the logo’s mathematical promise a living reality.
The system’s database and authoring tools ensure that every application, from building signs to coffee cups, maintains mathematical precision while adapting to context. Individual artists’ pages document conversations through various medium formats, while the site handles residency applications. This creates a unified ecosystem where the variable identity system and operational needs work seamlessly together.
The signage design draws on the modularity of the building materials, making inventive use of the variable fleuron as beacon, asterisk, and “you are here” marker throughout the system.
Signs range from permanent wayfinding and building identification to dynamic digital applications. Two LED tickers, powered by Amant’s website, function as “slow” digital signs extending the website into physical space. An exterior poster case provides a street-level window into the campus, while digital screens adjacent to exhibitions create responsive displays that blur digital and physical boundaries.
Since Amant’s opening in 2019, the identity system has grown organically to include hats, signs, maps, posters, GIFs, coffee cups, tote bags, exhibition graphics, brochures, and more. Each application maintains the mathematical precision of the original fleuron while adapting to its specific context and material constraints.
As we’ve seen across seven years of ambitious arts programming, every element of the identity operates as part of a single, living system. The digital and physical environments inform each other, creating a seamless experience where brand becomes place, and identity flows naturally across all touchpoints.
Photography: Hanna Grankvist
- Visitor experience
- Social media strategy
- Identity rollout
- Naming
- Brand guidelines
- Website design
- Signage and environmental design
- Opening campaign
- Signage fabrication and installation coordination and management
- Digital signage engineering
- Print and merch production
- Website engineering