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 new brand identity
Designed visual systems for exhibitions, centennial materials, and programs
Managed freelance designers and collaborated across departments, vendors, and partners for 90+ projects at any given time
Streamlined design and production processes (together with the marketing department) to reduce errors and increase efficiency
Found creative ways to make low-budget projects look high-end
Reduced costs of printing by nearly half
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.
