Where New Yorkers Get Down in the Summer
As part of MoMA PS1’s 50th Anniversary celebrations, the team reached out to us to develop the identity for a very special 28th edition of Warm Up.
A summer staple and a must on every New Yorker’s calendar, MoMA PS1’s Warm Up has been a defining part of the city’s cultural landscape for nearly three decades. More than a festival, Warm Up has become a space for community, celebration, experimentation, and discovery, bringing together music, art, and people in a way that feels uniquely New York.
Warm Up has always been known for legendary lineups, bringing together some of the most forward-thinking names in music, from Arca and SOPHIE to Solange, Jamie xx, Four Tet, and Grimes.
For its 50th Anniversary, that spirit of experimentation was pushed even further, with a standout lineup centered around experimental music and artists constantly challenging the boundaries of their craft.
One of the most iconic things about Warm Up is its diversity: all kinds of people coming together, dancing freely and expressing themselves in their own way.
We wanted to capture that same energy in the campaign identity: a celebration of individuality, movement, and the collective spirit of the crowd.
Putting both the musical artists and the crowd at the center of the identity, typography becomes the element that carries its expression, leading to a simple concept: make the type dance to the music.
Each letter becomes a different gesture, exploring the vocabulary of movement through rhythm, flow, tension, balance, extension, and release. Some letters feel sharp and energetic, others fluid and expansive, creating a typographic choreography where every character moves in its own way.
We extended the visual identity into the digital campaign with tailored assets reactive to this year’s lineup’s music.
The result is a collection of unique typographic dances, each with its own personality while remaining part of the same identity.
Each artist’s music became the starting point for their individual graphic, with the typography dancing to the rhythm, energy, and character of their sound.
Although static, each poster feels as if it were caught mid-movement, creating a sense of rhythm and motion within a still image.
The identity came to life across New York, with posters appearing in a wide range of locations throughout the city.
MoMA PS1
Music & Culture
Visual Identity
Campaign
Motion Graphics
Code
Lea Naisberg
Guillem Casasus
Javier Arizu
Lakis Sobyra
Anna Berbiela
Mireia Quincoces
Molly Kurzius
Jack Radley
Essie Lash
Allison Yoon
Mila Rae Mancuso
John Kim
Brian Tank
Marissa Alper
Noel Woodford
Ryan Muir
Posterize
Warm Up 2026 is organized by Kari Rittenbach, Assistant Curator, and Nick Scavo, Senior Project Manager, Music, Performance, and Events, with Sheldon Gooch, Curatorial Assistant.
