Design Other 90 Series
Cooper Hewitt Smithsonian Design Museum

Integrated Branding, Signage, Publication, and Marketing Design

“Design Other 90 is a series of themed exhibitions that demonstrate how design can be a dynamic force in transforming and, in many cases, saving lives. The first exhibition, “Design for the Other 90%”, focused on design solutions that addressed the most basic needs of the 90% of the world’s population not traditionally served by professional designers. “Design with the Other 90%: CITIES”, the second in the series, features sixty projects, proposals, and solutions that address the complex issues arising from the unprecedented rise of informal settlements in emerging and developing economies.

Our design strategy was rooted in contrasting the commodified visuals found in our consumer economy. Creating a dialogue between bright bold supermarket visual language with informal, up-purposed materials for the exhibition signage and publications.

Environment signage and branding design by Tsang Seymour. Design with the Other 90% exhibition design by Moorhead + Moorhead. Projects are shown with permission, Cooper Hewitt Smithsonian Design Museum. Photos courtesy Cooper Hewitt Smithsonian Design Museum. ©Cooper Hewitt Smithsonian Design Museum