Whitney Museum

Brand Identity



Experimental Jetset crafted the graphic identity for the Whitney Museum, focusing on a "responsive W" concept, serving as both a symbol and framework for content. This innovative design interacts directly with art, embodying the museum's constant evolution. I was tasked with extending the Whitney Museum's brand identity to diverse creative projects, designing items like hangtags, postcards, buckslips, and wall labels while evolving the brand.

On the floating shipless oceans / I did all my best to smile / Till your singing eyes and fingers / Drew me loving to your isle / And you sang, "Sail to me / Sail to me; let me enfold you / Here I am, here I am / Waiting to hold you" / Did I dream you dreamed about me? / Were you here when I was full-sail? / Now my foolish boat is leaning / Broken lovelorn on your rocks / For you sing, "Touch me not / Touch me not; come back tomorrow / Oh, my heart—oh, my heart / Shies from the sorrow" / I’m as puzzled as a newborn child / I’m as riddled as the tide / Should I stand amid the breakers / Or should I lie with death, my bride? / Hear me sing, "Swim to me / Swim to me; let me enfold you / Here I am, here I am / Waiting to hold you"