Little Troop brings a sense of childlike wonder to its playful identity for the MoMA Family Festival

For decades, the Museum of Modern Art (MoMA) has been a space for creative discovery. In 2024, MoMA launched Another World, its first-ever family festival transforming five museum levels into an immersive playground that celebrated creativity and the natural world. Based between Brooklyn and Melbourne, design studio Little Troop took on the challenge of creating an identity for the festival that needed to be visually compelling without relying on event photography. The brief called for something “upbeat, fun, creative, with a youthful approach,” while remaining true to MoMA’s brand guidelines. The design approach centred on creating a world of quirky, whimsical characters inspired by childhood memories. These otherworldly creatures – featuring wide-eyed plant-like beings with ever-changing leaves, and purple baby frogs with parents popping up from floating portals – embodied a sense of joyful discovery with a subtle surrealist undertone that feels both familiar and delightfully strange.