On The Go Communications Campaign
We built a multi-phase marketing system that evolved alongside SFMOMA’s three-year expansion, keeping the museum visible and relevant throughout its closure. Each yearly phase introduced new visuals and messaging that adapted across TV, print, digital, and environmental formats—bridging the gap between expansion and reopening. This evolving system sustained public engagement, anticipation, and citywide excitement leading up to the museum’s grand return.
Challenge
Co-lead the creative for a three-phase marketing campaign that keeps SFMOMA visible and relevant during its three-year expansion closure, evolving the visual identity each year to sustain public interest and build anticipation for the reopening.
Outcome
Delivered a cohesive, evolving visual system across TV, digital, print, environmental graphics, and merchandise that maintained public engagement, generated city-wide anticipation, and contributed to over 1 million visitors in the first year after reopening.
1. On The Go communications campaign: Phase 1
A multiphase marketing campaign culminating in the reopening of the San Francisco Museum of Modern Art after a three-year building expansion. The campaign centered on a yearly phase that added new visual elements until the grand opening. Each campaign phase consisted of a robust communication roll-out through onsite and off-site marketing; which included TV-ads, interim website, social networks, printed collaterals, apparel, and more.
2. Second Phase: #PlayArtfully
As the second phase of the Go campaign, #PlayArtfully introduced a new graphic layer and visual system that refreshed the campaign’s look and feel. Centered on playful, shareable digital games, it engaged audiences across platforms and earned a Gold MUSE Award for Digital Communities.
3. Final phase: Pre & Opening
In the pre-opening stage, we added a final graphic layer announcing the museum’s reopening. This phase marked the public launch of the expanded SFMOMA and its refreshed brand, which went on to earn multiple design awards and attract record-breaking attendance in its first year.