The Society for Environmental Graphic Design recently honored the best in environmental design at their annual Conference+Expo+Awards in Montreal. Among the winners, was ma:design, a graphic design studio founded by Monica Zaffino and Massimiliano Patrignani, for their work at MAXXI (Museum of Arts of the XXI century) in Rome. The building, designed by Zaha Hadid Architects, opened at the end of 2009 with praise from critics and the public for its fluid spaces, curvilinear geometry, and response to its historic surroundings. Ma:design used Zaha Hadid’s aesthetic as the basis for some of the design moves of the signage, creating soft, angular wayfinding plaques. The major signage doesn’t detract from the architecture, but rather is subtly integrated through white dimensional signs, visible through light and shadow – a tribute to Rome, the city of light.

Check out more work by ma:design, visit ArchDaily for a comprehensive look at the museum’s architecture, and see all the winners of this year’s SEGD awards.

Images of building by Iwan Baan via ArchDaily. Images of signage by ma:design.



Multidisciplinary design operative at the intersection of building, branding, and business. On this site is a curated feed of projects within the intersection of where these disciplines meet to showcase how each is strengthened with the other. MUDEO is a moniker for the work of Kenny Isidoro — see more at
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