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

Much like the museum’s architecture itself, the Living History brand identity was constructed to serve as a structural 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.

I architected a brand infrastructure designed to balance institutional gravity with a forward-looking, accessible future. This system provided the logic for a massive multi-channel rollout, including full-page New York Times placements and a digital ecosystem built to WCAG 2.1 Level AA compliance. By treating the identity as a permanent toolkit for storytelling, the 'Living History' system facilitated a transformative engagement effort that secured $234 million in funding—proof that brand stewardship at this scale is a functional responsibility to the public realm and a catalyst for a more just future.