Elvis AT 21

This project was a truly exceptional experience and served as my introduction to the world of environmental design. Catalone Design Co. was approached by The Smithsonian to develop a comprehensive branding and visual design language for a dynamic traveling exhibit. The focus of this exhibition revolved around the legendary music icon, Elvis Presley, and showcased a stunning collection of black and white prints captured by photographer Alfred Wertheimer during the early days of Elvis' career, documenting his journey from New York to Memphis.

Our aim was to ensure that these captivating black and white images took center stage, allowing the viewer to immerse themselves in the essence of Elvis' early career. Alongside the prints, we incorporated striking red boards to prominently display thought-provoking quotes from Alfred, creating a powerful juxtaposition between the visuals and the narrative. Vinyl typography was skillfully applied to a pristine white wall, elegantly recapping the significant moments of their journey. The installation system we created was a meticulous exploration of spatial ratios, enabling a consistent and immersive experience no matter where the exhibition was set up.

In addition to the exhibition design, we also developed a comprehensive style guide that encompassed graphics, branding, advertisements, invitations, and other marketing materials, providing a cohesive and impactful visual identity to complement the installation.

Working on this project was an incredible privilege, allowing me to witness the prints firsthand within the esteemed halls of The Smithsonian. The experience provided invaluable lessons that continue to shape my career, encouraging me to think outside the box and approach design from diverse perspectives. As someone who grew up singing along to Elvis' songs with my family, this project holds a special place in my heart and will forever remain an unforgettable milestone.

Credits