MoMA
School & Teacher Programs
A renowned hub for modern and contemporary art, MoMA has served patrons from around the world since 1929. But for some young people, a visit can be daunting — accessing such a storied cultural institution on their own terms can be difficult or overwhelming. We partnered with MoMA’s School and Teacher Program — a youth engagement initiative for NYC metro students — to craft a more dynamic and accessible experience for young learners of all ages.
Beginning with a design system and toolkit, we then helped the MoMA team produce a suite of assets, including worksheets, program booklets, postcards, totes, and stickers. Compositions beyond this suite are illustrated here to showcase our full toolkit.
Our Role:
Brand Strategy
Brand Identity
Art Direction
Style Guide
Asset Templates
Mapping the Student Experience
We embedded not only with the School & Teacher Program — shadowing tours, mapping its existing assets along a prototypical journey — but with area teachers as well to understand what’s drawn them to the program, and what makes for a successful experience.
With the benefit of this immersion, we ideated an evolved suite of touchpoints that not only promoted engaged, multi-modal learning for students, but are easily produceable by program members in house.
A Playful Brand System
We developed a brand system that honors the MoMA parent identity — its blocky motifs, its palette — while infusing playful components that appeal to young learners. The story we shaped celebrates finding your voice, being yourself: so that students can see themselves in art, making the experience more meaningful and memorable.
A Hands-on Brand Experience
Layers, doodles, stickers — our School & Teacher brand is very tactile, because it’s applied everyday on print collateral that facilitates a broad range of engagement. Classroom posters that build awareness, surfaces for on-premises learning activities, memorable giveaways that drive repeat engagement with the museum — these artifacts build excitement and cultivate a sense of inclusion and community.
Giving the Program a Voice
We developed a kit of headlines and CTAs that could be used on stickers and other fun giveaways. The voice is cheeky, celebrates the young art nerd, and often uses contemporary slang to playful effect.
