Two-Day Workshop with Julia Hoffmann (MoMA’s Design Studio, Creative Director)
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)