Medium At Large
Medium at Large explores the idea of medium in contemporary art, examining some of the most fundamental and pressing questions of art - its making, and also our experience, encounter and understanding of it. The year-long exhibition at Singapore Art Museum (SAM) revels in the rich expanse of materials that contemporary artworks can be made of, and from, as well as the very 'slipperiness' of media, as categories and genres begin to slide into one another.
The identity need to capture the "slipperiness" of contemporary art. The chosen graphic should not addressed on any particular exhibited artwork. At the same time, it required a strong and adaptive visual for various design collaterals.
Medium is acted as an atom in the act of making art. From there, we came up with the final concept - Atomization.
We recreated the key visual by using a part of one of the video work's screenshot. Conceptually, the medium of the exhibition identity also transformed - from reality to moving image and finally, still image.