The Museum of Modern Art (MoMA) in New York is home to a permanent collection of work by the masters of modern art (Picasso, Warhol, De Kooning, Pollock) as well as a showcase for current cutting-edge installations (most recently by Tim Burton and Marina Abromovic). But MoMA is also home to one of the more talented and prolific in-house design firms in the country. Led by creative director Julia Hoffmann, the MoMA design team is responsible for all the advertising campaigns for the museum as well as for its overall aesthetic and, perhaps most importantly, keeping the MoMA name fresh and always on-brand.
In this very special Design Cast, Julia will introduce you to her talented and highly collaborative team and take you behind the scenes to see the work they do. She will share the history of MoMA graphics, walk you through the conception and creation of an installation of exhibition graphics.
Included in her discussion will be informative and inspirational topics such as:
- How to run an inhouse design studio (and stay on brand without repeating yourself)
- A brief history of MoMA graphics (the legacy)
- The roster of "clients"
- How the Museum is like a magazine
- A deeper dive into past exhibitions (and what's in store for 2012 and 2013)
About the presenter: 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 of develop design solutions that enhance MoMA's brand in New York City and around the world. Born in Frankfurt, Germany, Julia earned her BFA from New York's School of Visual Arts, where she now teaches.