Cooper-Hewitt National Design Museum: re:DESIGN

While at Target we had the chance to work on a pro-bono project for the Cooper-Hewitt National Design Museum (If you find yourself in New York it's a great place to check out.) The project was to create a kit to mail out to supporters and influencers in order raise $250 million to renovate the museum.

We came up with the name re:DESIGN because the museum is all about design and because the capital campaign was to gain funds to redesign the museum. The book was designed to mirror familiar look of a Moleskine notebook...a notebook that is ubiquitous in the design community. Each section of the book had a title that followed the double entendre of the title. Sections include re:DISCOVER, re:IMAGINE, re:DRAW re:EDUCATE, re:ASSURE, re:NEW and re:ACT.

Letterhead was created to follow the same look and feel. The colon in the word re:DESIGN was drilled out in both the book and the letterhead envelope.


The campaign was wildly successful and the monetary goal was upped and more books were printed.

my involvement: creative direction, concept and design
the team: Writers – Adam Reynolds, Scott Jorgenson