Smithsonian American Art Museum
“Sarah Roby Foundation Collection”
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The Sarah Roby Foundation Collection needed a campaign that would honor the legacy of Sarah Roby while increasing awareness of the collection's cultural and historical significance. The challenge was to create a visual identity that celebrated preservation, education, and storytelling while appealing to both existing supporters and new audiences.
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I developed a campaign rooted in heritage and discovery, using elegant typography, curated imagery, and a refined visual system to highlight the collection's unique artifacts and stories. The design balanced a museum-quality aesthetic with accessible messaging, creating a cohesive experience across print and digital platforms.
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The result is a thoughtful and engaging campaign that elevates the collection's visibility while reinforcing its mission of preservation and education. The work demonstrates how strategic design can transform archival content into a compelling visual narrative that connects audiences with history and culture.
Concept project created for portfolio purposes and not affiliated with or commissioned by the Sarah Roby Foundation or the Smithsonian Institution.
Design Thinking & Art Direction
Balancing Tradition and Modernity
One of the challenges was honoring the legacy of 20th-century American paintings without making the experience feel dated. The frame became an important solution because it references the traditional museum experience while working within a modern exhibition design system. Combined with the typography, brush stroke, and layout, the framing strategy helped transform the collection from an archive of artwork into a more human-centered experience centered around discovery, appreciation, and connection.
Creating a Connection
One of my primary goals was to make the collection feel approachable and relevant to contemporary audiences. Rather than presenting the work as a historical archive, I wanted visitors to feel like they were stepping into a conversation with the artists and the stories behind the paintings. Every design decision was guided by the question: How do I create a more personal connection between people and the artwork?
Finding the Human Touch
The brush stroke was one of the elements I wrestled with most during the design process. Initially, I worried it might feel too literal or compete with the artwork. The more I explored the concept, however, the more I saw it as a way to acknowledge the human hand behind every piece in the collection. Strategically placed throughout the experience, the brush stroke introduces warmth, movement, and personality without overwhelming the content. It became a subtle storytelling device that connects viewers to the creative process behind the artwork and reinforces the humanity at the center of the exhibition.
Moving Beyond the Expected
Because the collection focuses on 20th-century American painting, there was an initial temptation to lean on familiar red, white, and blue color palettes. While recognizable, that approach felt predictable and risked reducing the work to a visual cliché. Instead, I developed a more restrained and sophisticated palette inspired by the paintings themselves. This allowed the artwork to take center stage while creating an environment that felt timeless, thoughtful, and emotionally engaging. The color choices became less about representing America and more about honoring the richness and diversity of the collection.
Typography as The Support
The typography was intentionally chosen to support the artwork rather than compete with it. I wanted the visual language to feel refined and editorial, creating clarity while encouraging visitors to spend time with the content. Clean typography, generous spacing, and thoughtful hierarchy help guide the viewing experience and make complex information easier to digest. The result is a system that feels welcoming and accessible while maintaining the credibility and sophistication expected from a museum exhibition.
Guiding the Eye Through the Story
The placement of the frames was carefully considered to create movement throughout the experience. Rather than arranging the artwork in a rigid grid, I used scale, spacing, and positioning to establish rhythm and encourage discovery. This approach mimics the experience of walking through a gallery, where each piece naturally leads to the next. The result is a layout that feels dynamic and engaging while maintaining a strong sense of order and balance.