Since its founding in 1869, the American Museum of Natural History has been a staple of New York City's history and culture. Over 150 years of expansion added more than two million square feet of exhibitions and scientific collections, leaving ample opportunity to get lost.

In anticipation of its new addition, the Gilder Center designed by Studio Gang and opening in 2023, the AMNH brought in Pentagram to design a comprehensive campuswide wayfinding system. I led the creative and art direction on the project, overseeing design, client relationship, and construction oversight across one of the most complex and beloved institutions in New York.

Central to the system is a custom serif and sans serif typeface family, developed in collaboration with Chester Jenkins at Village, used throughout the wayfinding system, Gilder Center donor signage, and the Museum's broader marketing communications. A suite of custom graphic icons identifying the Museum's exhibits and amenities rounds out the system, bringing clarity and character to every corner of the campus.

Creative and art direction, Pentagram
Partner: Michael Bierut
Project completed with Camila Perez, Jon Luhemann, and Yoshi Torralva