Human After All’s stackable identity system for MOWAA frames its rich cultural heritage and impact

All too frequently, people tend to perceive West African art as merely an exotic curiosity, as something to be observed from a distance, rather than as a vibrant and integral part of a living, breathing culture. This misperception is something the Museum of West African Art (MOWAA) has recognised and is actively working to change. MOWAA has set out to reshape this narrative, redefining how we view and understand West African art. Aiming to establish themselves as the cultural capital of West Africa – honouring the deep-rooted traditions and the evolving spirit of West African art — the museum reached out to London design agency Human After All to help develop a definitive look, something that would mark their impact on the art world as a centre of excellence. “MOWAA had to be seen as a world-class centre,” explains Senior Design Director Anna Vasileiou. “The brand needs to sit alongside spaces such as MOMA and the Tate.” Thus, the identity needed to introduce the name, while also creating value, impact, and recognition.