Project: Identity Design for Arts Organisation  
Agency: Phi.Studio
Role: Identity Design, Art Direction, Creative Direction

Founded by Meme Partnership, Smile for London is the first ever digital art exhibition on the London Underground; inviting diverse artists to uplift and inspire London's Tube commuters with film and animation. SfL hijacked the XTP platform screens with creative intermissions featuring work by celebrated artists ranging from Anish Kapoor to Aardman Animation, and Jarvis Cocker to Kate Tempest. The exhibitions fused the worlds of art, moving image and literature and touched 3.3 million commuters. Meme Partnership are currently developing Smile Arts and the next exhibition, to drive social change with inspiring and innovative creative projects. Phi Studio was commissioned by Meme to design the Smile Identity, with the brief asking that the logo suggest motion, digital media and above all optimism, whilst leaving the brand open to the possibility of global expansion.