Role: Lead Designer / Design Director
Award: MarCom Awards, Gold

Much like the museum’s building itself, the Living History brand identity was designed to serve as a vessel for 400 years of cultural expression. I led the strategic development of an “Open Book” identity system — a conceptual framework that treats history not as a static record, but as a living, breathing narrative that is still being written.

The identity balances institutional gravity with forward-looking conviction. The system provided the logic for a multi-channel rollout that included full-page New York Times placements, social activations, and a website designed to WCAG 2.1 Level AA compliance. The resulting Living History system facilitated an engagement effort that secured $234 million in funding for the organization.