The Met – 2016 Campaign

In 2015 the Metropolitan Museum of Art rebranded their organization with a new identity designed by Wolff-Olins. I was tasked with the process of adapting this new system to a 2016 institutional advertising campaign. It had to also work with their exhibition advertising as well as be able to highlight The Met’s taking over of the former Whitney building as a contemporary and modern art space. The final ad series, titled Here is The Met was inspired by T.H. White’s Here is New York, as it points to the many different stories at The Met. It all came about after many concepts, meetings with the Met Director and board members as well as rounds of focus group testing.