Museum of the City of New York

When you’re 90 and counting, relevance demands finding new ways to connect with a new audience.


Creating a game-changing exhibition experience

This venerable museum asked us to build a distinctive visitor experience for a retrospective by contemporary video artist Neil Goldberg. The exhibit represented a major step for an institution known for historical art and artifacts. Our mission was to create a look-and-feel that would celebrate the work while bringing a more contemporary profile to the institution. We worked closely with the artist and curators, assuming the role of creative directors and advisors. In this capacity, we designed and advised on numerous aspects of the show’s branding, from its name to its introductory narrative, visual identity, marketing, wayfinding and exhibition design.


  • Marketing & Sales Enablement
  • Branded Environments
  • Name Generation