It’s not Helvetica, and other facts about designing for the Whitney
with Hilary Greenbaum
In 2013, the Whitney Museum of American Art launched its iconic redesign, and for the last four years, a small team of in-house designers has cultivated a robust brand using only a modest kit of parts. Through a variety of platforms, including exhibition design, signage, marketing, retail, digital media, and print, see how the identity system is constantly being challenged to meet the needs of an ambitious institution without losing its integrity.
About Hilary Greenbaum
Hilary Greenbaum is the Director of Graphic Design for the Whitney Museum of American Art. Since 2012, she has managed the development of the museum’s identity across multiple platforms including advertising, exhibition graphics, signage, digital media, and a wide variety of printed ephemera.
Prior to her current position, she served as a staff designer and design columnist for The New York Times Magazine. While there, she initiated the “Who Made That?” series, which evolved from a weekly posting on the magazine’s blog to a weekly column in the printed magazine. She continues to write and lecture about design at various universities and colleges including NYU’s School of Continuing Studies, Syracuse University, Purchase College, Pratt, and Parsons / The New School.
This past year, her work was included in the 27th Brno Biennial International Exhibition, and was selected as PRINT Magazine’s Best of Region for the New York area. Hilary holds a BFA from Carnegie Mellon University, an MFA from the California Institute of the Arts, and recently served on the board of directors for AIGA/NY.