BCMH's typographic identity for The Design Museum's lockdown project, Connected

AHEC (American Hardwood Export Council) is behind Connected, an installation in partnership with Benchmark Furniture, and the project is billed as an experiment set out to explore how designers and artisans adapt their working practices during lockdown. Nine designers were tasked with creating new tables and seating using three hardwoods, explicitly designed for working from home.

BCMH's identity aims to emphasise the significance of "points of connection", says the agency, using letterforms comprised of individual blocks. These are also a nod to the raw material, American hardwood, used throughout the pieces in Connected.

According to BCMH, the letters are a "graphic representation of the project's ethos — multiple parts coming together to form the whole."

"Points of connection" are used throughout the identity, with "images meeting at their corners to underline the shared moments and interactions between the nine designers and their work together," says the studio.

BCMH also designed the Connected website, looking to create a digital time capsule which will continually be updated as the project progresses. It will showcase photography, sketches, films and "designer musings" touching on the nuances of what it means to work and collaborate remotely. Site users will be able to see how the designers have each approached their brief and how their pieces have developed and can follow the #connectedbydesign hashtag.

The Design Museum show, to be held in its atrium, acts as a celebration of visitors reconnecting with the space after lockdown's easing.

The designers involved in Connected are Ini Archibong (Switzerland), Maria Bruun (Denmark), Jaime Hayon (Spain), Heatherwick Studio (UK), Sebastian Herkner (Germany), Maria Jeglinska-Adamczewska (Poland), Sabine Marcelis (Netherlands), Studiopepe (Italy) and Studio Swine (UK / Japan).