Solomon R. Guggenheim Museum, New York 2017
Lead Designer & Art Direction

Visionaries: Creating a Modern Guggenheim

Visionaries: Creating a Modern Guggenheim examined the artists, architects, and thinkers who shaped the institution’s identity. The exhibition presented a unique challenge: representing a diverse group of figures while also reflecting the Guggenheim itself as subject, legacy, and cultural force.

Under the wings of our Creative Director, Lisa Naftolin, I developed the full exhibition graphic identity, establishing a clean, direct visual system that balanced institutional authority with contemporary clarity. Didactics combined text and imagery in a restrained framework, allowing content to lead while maintaining a strong visual rhythm throughout the galleries. The identity extended across wall murals, title treatments, interpretive materials, and wayfinding.

Beyond the galleries, I designed and art directed the exhibition’s marketing and invitations, creating a unified system across print, OOH, and digital platforms. This project marked my first fully integrated, 360-degree design effort at the museum—spanning exhibition graphics, marketing, and production from concept through installation. The invitation and campaign materials received industry recognition, including a second-place award and an honorable mention.