MoMA Belong
MoMA Belong
MoMA Belong
MoMA Belong

MoMA Belong

The Museum of Modern Art, New York, New York, New York, 2010


Project brief: The primary goal was to convert more visitors into members during their visit to the Museum, while they are a captive audience. The challenge was how and where to advertise for membership inside the Museum, and to take advantage of the visitors’ presence on-site without pushing a “sell” too much in an environment where the focus is on people experiencing art.

Approach: We developed a messaging campaign that conveys member benefits and the personal value of the MoMA member experience: access, convenience, a sense of being “in the know,” the pride associated with being a member and the transformative, inspirational experience that visitors and members of MoMA alike encounter when they visit.

We decided to use typography only and to win over visitors with witty messages placed strategically in non-gallery areas throughout the Museum. (No messages intrude on the gallery experience.) The messages invite them to “belong” at MoMA, and allude to membership benefits specific to the location where the messages appear. We repurposed existing signage where possible, rather than adding to the amount of signage in the Museum. Many of the signs were laser-printed in our studio, but we also used vinyl lettering, wallpaper and window clings where appropriate.

Effectiveness: Membership sales in the Museum rose significantly as a direct result of the campaign—the benefits of being a member were being communicated much more clearly. Especially, the redesigned membership brochure and desk chart showing categories of membership were both much easier to understand and use, for visitors and membership desk staff alike.

Juror Notes

Great synergy between copy, design and context.

Collections: AIGA 365: Design Effectiveness (2011)
Repository: Denver Art Museum
Discipline: Brand and identity systems design
Format: Advertisement, Brand and identity systems, Brand identity, Business card, Promotion, Signage, Cards, Label, Diagrams, Greeting Card, Invitation, Experience


Design firm
The Museum of Modern Art, New York
Creative director
Julia Hoffmann
Art director
Brigitta Bungard
Brigitta Bungard, Charles Wattlington
Production coordinator
Althea Penza
Tamsin Nutter, Jeff Yonteff
The Museum of Modern Art