Designing for cultural institutions is a challenge and no one tackles this in a more sophisticated way than the Museum of Modern Art, New York. An icon in the international cultural landscape, the MoMA not only possesses one of the most recognizable visual identities, but one of the most successful comprehensive institutional identities that carries the spirit of the museum with a methodological application across multiple platforms.
Julia Hoffmann, Creative Director of the MoMA’s advertising and graphic design department, and her team are responsible for the institution’s consistently powerful visual communication.
On day one of the workshop, Julia Hoffmann will take participants through the full circle of requirements as well as give insight into the various challenges designers face when communicating a new exhibition at the museum—from developing a design identity, executing a full range of advertising and communication design campaigns for print and web, and designing key visual elements and typography within the exhibitions, to the application of the visual communication to orientation systems both inside the museum as well as set against the hustle and bustle of the urban environment.
Following her lecture, participants will develop and realize their own visual communication systems under Julia Hoffmann's guidance and apply the creatived vidual identities to various mediums, platforms, and environments.
This special two-day workshop is for graphic designers who want to extend their knowledge in communication design, typography, exhibition design, and signage systems.
Required: Participants should bring their laptops as well as a digital camera. Software requirements: Creative Suite (InDesign, Photoshop, Illustrator)
About the host
Julia Hoffmann is the Creative Director of Advertising and Graphic Design at The Museum of Modern Art in New York where she oversees brand identity and design for exhibition graphics, advertising, signage, and collateral projects for all of MoMA's exhibitions and programs. She leads a creative team to develop design solutions that enhance MoMA's brand in New York City and around the world.
Previously Julia was an interactive art director at the Colorado-based advertising agency Crispin Porter + Bogusky, where she worked for clients such as Burger King, Microsoft, and Volkswagen. She started her career working for Stephen Doyle and later for Paula Scher at Pentagram in New York, where she designed identities and branding systems, packaging, and publication design for clients including the Public Theater,TIME magazine and The Metropolitan Opera in New York. She was the lead designer on the award-winning bestseller The Daily Show with Jon Stewart Presents America (the Book): A Citizen’s Guide to Democracy Inaction.
Julia Hoffmann and The MoMA are profiled in Gestalten's soon to be released Introducing: Cultural Identities: Design for Museums, Theaters and Cultural Institutions.