MoMA PS1’s landmark exhibition series, Greater New York, begun as a collaboration with The Museum of Modern Art in 2000, returning every five years to present emerging artists living and working in the New York metropolitan area. The fourth iteration of Greater New York opens up to a broader history of New York artists, minding the significant changes NYC and the art market have seen since PS1’s first exhibition, Rooms, in 1976. The exhibition spans a range of cultural, economic, and social issues pertinent to the last 40 years of its location, creating a diverse lens through which to view the novelty of the present and nostalgia for the past.

As an intern in PS1’s Communications Department, my role was to help designer Vance Wellenstein bring his varied and exciting vision for Greater New York to fruition. The identity design that resulted is a collection of pop cultural references from New York’s past and present (Studio 54, Woody Allen, Milton Glaser's I NY). Through the branding process I conducted research, condensed and refined the group of logos, and created original artwork (Greater NY Post logo). I executed full-scale mockups for the title wall and wall texts, and styled and entered content for over 100 object labels, some with original vector diagrams of artworks. For the gallery guide, I created vector floorplans and worked through different layouts. Digital deliverables include an Instagram video, a LED screen video, and a series of public and private event invitations. Several of the colorful readers, designed and put together entirely by Mr. Wellenstein, are featured here. Highlighting content from some of the participating artists, the readers will continue to be released throughout the course of the exhibition (until March 7, 2016). 

For more information about Greater New York