Before the Rubin Museum opened in 2004, Milton Glaser—famous for the "I ♥ NY" logo—created its brand system. At the time, the museum was empty and art was being prepared and sent from around the world. Unfortunately, when the galleries opened, the brand system fell apart. None of the rich jewel tones that sparkled in the artwork appeared in the exhibition title walls, labels, and wayfinding. The goldenrod, green, and red vibrated when
set against the peaceful backdrop of Bhuddist, Jainist, Taoist teachings. When I started working at the Rubin as one of two designers, I surfaced the inconsistencies I observed between the brand experience and the visitor experience.

With the art director, I used a measuring tool to capture colors from the artworks. We expanded the brand colors and created sub-palettes that worked together in context. Our Chelsea street signage concept aimed to harmonize the programming, education, and exhibitions together
through the art—bringing the visitors of the museum into the work as they too are as awe-inspiring as the collection. In many of these designs you will still see the logo, but for the 17th street advertising we received permission to remove it in favor of the more modern word mark.

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17th street advertising

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business cards and admission tickets 


poster design for upcoming exhibitions


annual membership mailer (BACKSIDE)


membership benefits mailer


exhibition wall

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Trustee dinner invitation


poster design for upcoming exhibitions

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exhibition wall


chairman's circle invitation