Activating a Modular Identity System

William Klein: YES was an exhibition at the International Center of Photography honoring the life and work of photographer and designer William Klein (1926–2022). While interning at Work-Order in New York, I designed promotional materials across digital and physical platforms under the direction of Keira Alexandra and alongside Romain Brunet.

My contributions included social media campaigns (Instagram and Facebook carousels and motion assets) as well as wild posting and billboard advertisements installed throughout the Lower East Side. Working within ICP’s core identity system—originally developed by Michael Bierut at Pentagram—the exhibition branding emphasized three anchors: ICP, YES, and LES, foregrounding the institution, the exhibition’s title, and its new Lower East Side location.

The system leveraged Klein’s signature red to reinforce his visual legacy while extending ICP’s modular typographic framework across contemporary promotional formats.