In conjunction with the opening of their Modern Wing, the Art Institute of Chicago (AIC) initiated a rebranding campaign with the opening of their Modern Wing. BBDO their agency of record (AOR) was tasked to help engage the community with 500-ways of looking Modern. Our job was to help AIC and BBDO turn this campaign into reality.

The team decided to use cubes to engage! Each cube was numbered and marked with registration instructions. Turning the seemingly impossible into a verifiable reality. We were tasked to create 500, nearly indestructible, weatherproof cubes, in AIC’s exact PMS color, including unique URL and numbered (sequentially) on each cube. We started with custom PMS dyed polymer pellets which were then extruded into solid, ¼” thick sheets. Each sheet was subsequently laser cut into 10”x10” panels, screen printed with either the logo, or URL / sequential numbering. To complete, each cube was then meticulously hand-assembled.