The New Museum

Soft Water Hard Stone, 2021 Triennial

Creative Direction, Digital Advertising, Identity, Print Advertising, Publication Design


The title of the 2021 Triennial, “Soft Water Hard Stone,” is taken from a Brazilian proverb, versions of which are found across cultures: Água mole em pedra dura, tanto bate até que fura (Soft water on hard stone hits until it bores a hole). The proverb can be said to have two meanings: if one persists long enough, the desired effect can eventually be achieved; and time can destroy even the most perceptibly solid materials. Building upon these ideas of resilience, perseverance, and soft power, a dynamic identity was created that is equal parts functional and lyrical in its execution.