Translating identity into experience for the Dallas Museum of Art.
Context
As the museum prepared for its centennial year, it needed a revitalized identity that could stretch across exhibitions, programs, and marketing. My role was to implement and refine Pentagram’s foundational work while ensuring the brand came alive in every detail.
What I Did
Refined and implemented the museum’s brand identity across exhibitions, programs, and marketing
Designed visual systems, signage, and wayfinding, including the parking garage
Directed design standards and served as the museum’s in-house creative lead
Managed designers and cross-department collaboration for 60+ projects at a time
Streamlined production processes, improving efficiency and reducing costs
The Outcome
The museum entered its centennial year with a unified, flexible identity carried across hundreds of touchpoints—from major exhibitions to family programs. Through close collaboration and creative problem-solving, I elevated visual communications, increased efficiency, and helped the museum achieve award-winning recognition from the Texas Association of Museums, the American Association of Museums, and the Dallas Society of Visual Communications.
