CAM in Motion was the visual identity for Calouste Gulbenkian Foundation's Centro de Arte Moderna while its building closed for renovation.

When the Calouste Gulbenkian Foundation's Centro de Arte Moderna closed for a major renovation, the museum did not go quiet. Instead, it launched an open-air programme that spread installations and exhibitions across the city.

CAM in Motion needed a visual identity that could hold the heritage of one of Portugal's most important cultural institutions outside of its space.

The visual identity was built on a clear tension: heritage and freedom. We kept a strong visual relationship with the Calouste Gulbenkian Foundation's existing language, grounding the identity in that institutional trust. But CAM in Motion was about breaking out of the building, and the design reflected that.

We broke the frame. The grid and traditional compositional structures were disrupted, just as CAM was disrupting its usual physical context. Motion became a central element of the system, appropriate for a programme that was itself always moving. The result was an identity that felt familiar, yet deconstructed.