Challenge

Invited to attend a two-week workshop working with Massimo Vignelli and George Lois at the Vignelli Center at Rochester Institute of Technology. Massimo Vignelli and George Lois partnered and developed a case study with the George Eastman House, located in Rochester, NY.

Since the beginning, the George Eastman House, as an independent, nonprofit institution, has stood as a longtime leader in film preservation and photographic conservation. Confident in who they are, they wanted to re-engage with a brand refresh that would show the public that the museum is a place made to engage, educate and entertain.

Solution

The brand needed to communicate the innovation of the museum without sacrificing the history that the public still reveres. Inspired by the many functions the museum provides, (preservation, conservation, exhibitions, workshops, and theatre) I created a system grounded in the idea of passage. 

My strategy was to design a brand that would be bold, colorful, and embrace minimalism in a way that would express the many paths one could take at the museum. I applied this design language to all of their printed materials.