Help People See Differently


The Museum of Modern Art wanted to engage a new generation of culture lovers, while enhancing the Museum's experience.


The traditional structures of art were undergoing a seismic shift

Driven by social media, an exploding visual culture is changing the traditional ways people access art, leading to new questions about what is a 'curator' and what is 'art'. In that world, there is a newly vital role for MoMA as a provocative authority.


We catalyzed innovation in the visitor and member experience

We created a new brand architecture and naming system, simplifying how people navigate MoMA’s locations and offerings. We then helped MoMA form a series of cross-department innovation teams to ideate and implement new visitor experiences. The first wave of innovations are rolling out this year – focused on building a responsive visitor experience, deepening membership programs and engaging New York City visitors and artists.

  1. Membership

    We redefined artist membership

    We helped widen the definition of eligible artists to match the art forms that MoMA shows – designers and directors, as well as painters and sculptors. We advised MoMA on simplifying the application process and reducing the price, while widening the benefits to include an exclusive artists night at the museum. The number of artist members has grown by 57%.

  2. Lobby

    Make visits less chaotic, and more meaningful

    Our ethnographic research revealed that finding what’s on is a real pain point for visitors. Our concept of a new wall of inspiring program content was tested in late 2015 and is being refined for implementation.