As Creative Director at the Museum of Arts and Design we updated and expanded the brand guidelines (built upon the existing identity by Pentagram). The new system incorporates an updated logo hierarchy, updated typography, expanded color palette; guidelines for photography, web, social media, e-blasts, video, exhibition wall texts, and more.
The entire lobby arrival experience was updated to include new digital arrival screens, web-based templates, and overall way-finding system all within the updated brand.
I also visually branded and curated a graphic design lobby mural series (1ST SITE) that included artists Maziyar Phelavan, Anna Kulacheck, and Dean Chooch Landry (for Anna Sui). Each were asked to respond to the current exhibition season's concept and curatorial statement while also considering the physical space of the lobby.
Exterior seasonal banner
Subway poster campaign select
Exhibitions had an overall flexible branding system (I designed many) but all were anchored in MAD's new type system, mainly within wall texts and labels.
MAD's iconic lollipop lobby architecture was championed and elevated as a core brand pattern. Below are some applications across gala events and merch — all of which I designed and art directed.
MAD Team — Chief External Affairs Officer: Wendi Parson. / Creative Director: Joshua Graver. / Designer: Valentina Vergara. / Marketing Director: Alix Finkelstein. / Marketing and Media Relations Manager: Iman Nelson. / Web Developer: Eric Scott. / Exhibitions Director: Willow HoldorF. / Deputy Director, Exhibitions and Operations: HENDRIK GERRITS.