Project Overview

Client: MoMA Design
Industry: Art
My Role: Senior Visual Designer
Timeline: ~14 days (November 2024)

Background

The Museum of Modern Art's design store is known for their eclectic collection of items inspired by the the museum's impressive collection of art. In anticipation of the holiday season, the client asked for a campaign pitch to create holiday-specific designs to promote their big holiday sale.

Problem

Previously, Wunderkind hasn’t done much BFCM or holiday promos for the MoMA Design Store. Since they are a longtime client of Wunderkind (5+ years), it was a good idea to elevate some of our current creatives to show our value to the client for the holidays and beyond. An additional challenge to bring was how these designs can be repurposed year-round for evergreen campaigns while still being true to their identity.

Results

The client's overall reception was very positive, and while they ultimately decided not to pursue it due to non-design related reasons, they were optimistic about implementing it in future evergreen campaigns. Thinking ahead, the layout can also apply in other deployments such as top bars or bottom bars.

Design Process

MoMA has a distinct brand identity that was important to keep in mind. Following a minimalist aesthetic, they usually use color to add variety and pop to their branding materials. Currently, Wunderkind provides a mix of standard and split-image overlays for the design store. While static imagery works well, it doesn’t truly convey the wide variety of products MoMA offers to customers. For example, while we did provide an option for MoMA to use an onsite experience for Black Friday a couple years ago, they opted not to use it:

The goal then was to find a way to show the products in holiday-themed experiences as users would be interested in finding unique gifts for others, which MoMA does provide. The idea I then came up with is to create a template where items can be switched out depending on seasonality or sales while also being low-lift so that client asks can be finished quicker. As a result, I designed animated overlays that showcased the different items available during the sale. This then extended out to inline promo banners that can be embedded in the client's web pages and email banners that sit on top of the hero to bring attention.

Designs