Jonathan Hoefler Museum Poster and Card

The Problem

            In an effort to attract new visitors and more visitors, the Museum of Modern Art needed help to market and promote their exhibit featuring genius typographer Jonathan Hoefler. The goal of the project was to create an eye-catching museum poster and card that highlighted the artists work while still informing visitors about the exhibit.

The Process

Through my research of Jonathan Hoefler, I discovered his amazing power and ability to reshape the look of type. His unique designs and lasting effect on the future of type is what I wanted to emphasize in my poster and card design layouts. It became apparent very quick, in order to best express him in the design was to use his typefaces throughout the layout. One typeface that stuck out to me was Obsidian. Its unique and decorative design allowed it to be a very nice accent in the background of my design.

I began with 3 comps of the poster, testing out different layouts and color schemes. Hoefler’s website has a blue and green theme so I wanted to try and accent that a little bit but also felt that a simple black and white design would be effective in displaying the power of his type. Doing the same with the cards, I wanted to simply highlight the achievements of Hoefler and emphasize the unique and stylish typefaces he has created.

The Impact

My work was able to creatively express the Jonathan Hoefler exhibit that would be presented at the Museum of Modern Art. The success of my designs will be determined by their ability to intrigue visitors to learn more about Hoefler’s work by visiting the exhibit.

If I were to do this project again, I would focus my redesign on the card design. I would want to create more of an invitation card rather than a sort of biography slide for Hoefler. I would want it to express more of his work rather than his background and achievements.