Solomon R. Guggenehiem Museum, New York, 2017/18
Creative Direction & Designer

Summer is Here Campaign

For the Guggenheim Museum’s Summer program, I led the creative direction of an ongoing seasonal campaign that reimagined the museum’s iconic spiral ramps as a vibrant public-facing graphic system.

The campaign evolved from an earlier concept I developed—using photographs of the rotunda in a way that captured all ramps simultaneously, then meticulously compositing the crowd by hand in Photoshop to achieve a balanced, inclusive scene. This visual approach became a flexible foundation used across multiple exhibitions and public materials.

For the Summer campaign, I transformed that imagery by introducing bold, energetic gradients—initially yellow and blue, and updated the following year to yellow and light coral—to evoke warmth, movement, and seasonal energy. The gradients injected new life into an existing visual language while maintaining institutional continuity.

The campaign ran across subway posters, digital ads, web banners, and outdoor signage. In the gritty, dim environment of the NYC subway system, the bright gradients and simplified messaging created high contrast and immediate visibility. I also designed and produced regularly refreshed A-frame posters at the museum entrance, extending the campaign seamlessly from underground to street level.

The campaign ran for two consecutive summers and became a recognizable seasonal presence—both promoting programming and subtly re-energizing the cityscape around it.