Digital language and website for Instituto Inhotim, Contemporary Art Museum and Botanical Garden — located in Brumadinho, Minas Gerais, Brazil.
Inhotim's relationship with its public has always been built on the face-to-face experience in its territory - an experience that, during the pandemic, migrated entirely to digital. In this context, we developed a new website and a visual language geared towards interaction on screen, creating a digital presence with its own logic. The graphic system is anchored in the observation of the park: scales, contrasts, pauses and overlaps translate the physical experience into the virtual environment. Based on a chromatic analysis of the artistic and botanical collection, we reorganised the colours, expanding the original palette with digital and pastel tones - which are now used as a tool for organising and indexing content on social networks and also on the website. In the structure of the site, this visual identity is materialised in technical sheets on artists, works and botanical species. The typography reinforces the system: Basis Grotesque (Colophon Foundry) for long texts and Eliza (Camelot Typefaces) for titles creates contrast and voice modulation. Digital is consolidated as a space for access, research and mediation - a new form of interaction with the park, previously restricted to face-to-face visits.
Elisa von Randow, Julia Masagão, Gabriela Luchetta, Mariana Caldas, Thiago Simbol, Cecilia Souza
Mandelbrot
Lorena Vinci, Ricardo Lopes, Wendell Silva, Carolina Lopes, Biba Habka, Lana Costa, Thiago Pacheco