FreePort is the first phase of a major contemporary art initiative at the Peabody Essex Museum (PEM) in Salem, MA. Each FreePort is an invitation to a contemporary artist to present new work in a unique dialog with the museum. To introduce a new audience to an institution with an established reputation we proposed two phases. Initially we designed a user-friendly visual treatment to harmonize with the existing PEM logo, but one that visually identified “FreePort” as its own entity. With the museum’s origins in global trade, cargo and shipping containers became a design reference. The numbering system and folder treatment of the roster of programs reinforces this concept.
No. 005 and No. 006 were adapted by PEM from the original design template by Goto Design.