Gimme More: Is Augmented Reality the Next Medium?, was an exhibition on view at Eyebeam Art+Technology Center in New York. Originally developed by the EPFL+ECAL Lab at the Ecole Polytechnique Federale de Lausanne in Switzerland, the exhibition showcased seven installations by artists who use augmented reality (AR) to tell stories in new ways. The identity and environmental graphics for Gimme More play on this intersection of the material and immaterial, using simple elements of light and shape to create an otherworldly effect that helps introduce visitors to the subject and sets off SOFTlab's innovative exhibition design. The graphics for the exhibition helped tie together the exhibition's low-tech architectural material and the digital nature of the installations. The graphics used a custom-designed typography composed of triangular shapes. The pixel-like, modular typography formed the identity of the exhibition and was easily scaled for various applications, from large-scale graphics in the gallery window to the printed exhibition program. In exhibition signage, the triangular modules were cut out or projected to create type that was dimensional and constantly changing.