The colorful campaign highlights this year’s honorees and raises the profile of the awards as they continue into their second decade.
The design combines the message ‘When Artists Thrive, We All Thrive’—a credo used by the Foundation—with bold typography and portraits of the artists by the photographer Camila Falquez.
The believes that the most effective illustration of the power of the performing arts to positively impact our society is found in the vital work of artists themselves. Established in 2012, the celebrate artists in the fields of contemporary dance, jazz and theater with prizes of $550,000 to be used without restrictions. To date, the Foundation has provided 135 artists with $38.8 million. The 2024 recipients are Nataki Garrett (theater), Shamel Pitts (dance), Acosia Red Elk (dance), esperanza spalding (jazz), Chay Yew (theater) and Miguel Zenón (jazz).
Pentagram has created a colorful campaign that highlights this year’s honorees and raises the profile of the awards as they continue into their second decade. The design features the message “When Artists Thrive, We All Thrive,” a credo of the Foundation that positions the awards as a platform to fight for the future of all performing artists. Powerful typography is combined with striking portraits of the artists by the photographer .
The campaign includes full-page ads in The New York Times and The Washington Post, digital kiosks and a massive dynamic digital display in Times Square. The design looks ahead to a new visual identity and brand strategy developed by Pentagram for the Foundation, set to launch later this year.
Office
- New York
Partner
Project team
- Kim Walker
- Yoon-Young Chai
- Daniel Varillas
- Tengmo Han
- Phil Robibero
Collaborators
- Camila Falquez, photographer
- Luise Stauss, photography direction
- Genevieve Fussell, photography direction
